How do we Segment Markets and Target Audience? Profiling Markets and Target Audiences Targeting and Profiling using Demographics .Targeting and Profiling Using Psychographics Sociodemographic Segments Targeting and Profiling using Behavioral Patterns Brand adoption ·Seeking Seekers Strategic Research How do you get insights into consumer behavior? Types of Research Secondary Research: Primary research Experimental Research Uses of Research: Market Information Marketing Research .Media information Common research Methods Ways to contact 基本概念：Secondary Research,.Seeking Seekers,Marketing Research 问题与应用： 可以对一则英文广告的构成要素进行深入分析所 教学要求： 1.课前要求：提前思考How Brand Communication Works 2.课中要求：重点互动讨论Consumer Insight and Account Planning Account Planning这一部份 3.课后要求：举例说明How do we Segment Markets and Target Audience? 第四章WHERE IS CREATIVE HEADED? 教学目的：WHERE IS CREATIVE HEADED? After studying this chapter you should understand and be able to explain: the features of effective advertising the alternative styles of creative advertising the concept of means-end chains and their role in formulating advertising strategyHow do we Segment Markets and Target Audience? Profiling Markets and Target Audiences • Targeting and Profiling using Demographics • Targeting and Profiling Using Psychographics • Sociodemographic Segments • Targeting and Profiling using Behavioral Patterns Brand adoption • Seeking Seekers Strategic Research How do you get insights into consumer behavior? Types of Research Secondary Research: Primary Research Experimental Research: Uses of Research: Market Information / Marketing Research • Media Information Common Research Methods : Ways to contact 基本概念:Secondary Research，Seeking Seekers ，Marketing Research 问题与应用: 可以对一则英文广告的构成要素进行深入分析 教学要求： 1.课前要求：提前思考 How Brand Communication Works 2.课中要求：重点互动讨论 Consumer Insight and Account Planning Account Planning 这一部份 3.课后要求：举例说明 How do we Segment Markets and Target Audience? 第四章 WHERE IS CREATIVE HEADED? 教学目的：WHERE IS CREATIVE HEADED? After studying this chapter you should understand and be able to explain: ◼ the features of effective advertising ◼ the alternative styles of creative advertising ◼ the concept of means–end chains and their role in formulating advertising strategy