Target Marketing

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BUSINESS WEEK + TARGETING INTRO + TOXIC SLUDGE POSITIONING

What’s the difference between mass marketing and target marketing? What is the goal of mass marketing? target marketing? Mass marketing aims to reach as many people as possible: quantity. Tend to be products that everyone buys. Example: Coca-Cola. Burger King. K-mart. Broadcast networks (ABC, CBS). Target marketing aims to reach a specific, “high quality” audience. All media is targeted to some extent, so we are really talking about a continuum. Which is more targeted: TV or magazines? Network or cable TV? Who Wants to Be a Millionaire or TRL? Superbowl or Monday Night Football? Academy Awards or Premiere? Draw a line representing a continuum (on one end, mass, and on the other, targeted) on the board: TV is more mass than publications Network TV more mass than cable TV The reading mentioned that, with target marketing, the goal is to reach a high quality audience as opposed to a high quantity one. What does that mean? An audience most likely to respond to your message. If my product is golf gear, who do I target market? If I sell a special kind of dog food, made for hunting dogs, what’s a high quality audience? Where am I going to advertise? Targeting is on the rise? Why? a) Technological advance; computer databases b) Proliferation of media outlets—cable TV, internet, satellite, magazines, etc. c) More effective, noticeable (If someone says “Hey Carrie, check this out . . .” I’m going to notice that before I notice another generic car ad. Or if there’s a car ad that makes fun of SUVs, I’m going to notice that because I hate SUVs and love to make fun of them.) What type of ads would you expect to run on the Food Network? What about during the WB? Targets “hard-to-reach teens and young adults ages 12 to 34” Where do economies of scale play a greater role: mass or targeting? Mass

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