How do target market characteristics determine which promotional methods to include in a promotion mix? Assume a company...
How do target market characteristics determine which promotional methods to include in a promotion mix? Assume a company is planning to promote a cereal to both adults and children. Along what major dimensions would these two promotional efforts have to differ from each other?
Homework Answers
Target markets like rural market lower segment for example has more affinity towards referral marketing, word of mouth marketing,Radio and Print Media. Similarly if target market is urban market and premium segment then promotional mix changes to mobile and social media marketing, Tv, Outdoor, Affiliate marketing.
If the company is targeting different behavioural, psychographic or Demographic segemnts like age where cereals for example is to be promoted to child and adult both, then the communications for children is different. For children, marketers can adopt TV as mode of marketing and direct tieups with schools to promote cereal.
For adults, marketers can tap socialmedia platforms and Print Media, Outdoor media, word of mouth, etc.
The product features and advertising will aslo change according to target segment.
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