LO1: Key terms
Multi-channel advertising campaign - a combination of adverts, promotions, sponsorships and media coverage that a company uses to promote a product or raise brand awareness. Brand awareness - knowledge of your brand, product or service amongst your target audience or the general population. Geographic - where the target audience lives. Demographic - groups of the target audience that share characteristics such as age, race, gender and social status. Psychometrics - broad categories that define different types of people based on their lifestyle, opinions and values. These are aspirer, explorer, mainstreamer, reformer, resigned, struggler, succeeder. VAL - part of psychometrics - values, attitudes, lifestyle Aspirer - a type of person who wants status brands that show their place in society. They invest in luxury goods and consider themselves stylish. They seek status. Explorer - a type ...