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 of person who likes to discover new things and are attracted to innovative brands. They seek discovery of new brands, experiences products and services. They like to be at the forefront compared to other people. 
• Mainstreamer - make up 40% of the population. They are a type of person who likes tried and trusted brands that offer value money. They like to feel part of a large group of like-minded people.
• Reformer - They are a type of of person who are not impressed by status and are not materialistic (constantly like to buy new things). They are socially aware so they seek brands that are good for them or the environment.
• Resigned - Many older people who have built up attitudes over time. They believe in brands that they have depended on and can trust.
• Struggler - Has a 'live for the day' attitude and doesn't think about the future. See themselves as a victim with only their physical skills to help them in society. seeks escape from brands.
• Succeeder - Has high social status and feel in control of their lives and destiny. They believe that they deserve the best and decide upon the best brands and products for themselves. They seek products based on reliability.
• Socio-economic groups - Groups of society from different backgrounds. defined in a list from A to E.
• Category A - e.g. Doctors, Bankers, Lawyers.
• Category B - e.g. Professionals such as teachers, architects and computer programmers.
• Category C - e.g. Joiners, Nurse and cooks.