Setting Brand Communication Objectives

Rossiter and Percy (1997)

Mental Bin Theory

5 Mental Bins

Category Awareness Brand Awareness Brand Attitude Purchase Intention Purchase Facilitation

Develop SMART Objectives

Phase 3Defining Target Audiences

Sources of Sales

Segmentation

“distinct subsets of consumers with common needs and characteristics”

Segmentation Variables

Demographics Geographics Sociographics Psychographics User behaviour Benefit segmentation Decision-making unit

Variables in SA

AMPS (All Media & Product Survey) LSM’s (SARF)

LSM 1 12.6% R 748LSM 2 14.5% R 895LSM 3 13.6% R 1 113LSM 4 14.0% R1 595LSM 5 11.9% R 2 289LSM 6 12.1% R 3 731LSM 7 5.8% R 5 495 LSM 8 5.6% R 7 407LSM 9 5.1% R 9 743LSM 10 5.0% R 13 406

Urbanisation

1999 2000 2010

42% 49% 60%90% 91% 92%

Aids in 2010

6.1 million - aids4.5 million deaths

Sources of Sales

Segmentation

Leveraging

Audience Profiles

The Sissy Boy jeanswearer ranges between the ages of 16 and 34 (Primary 16 - 24, Secondary 25 - 34) and falls within the LSM’s 7 - 10 groupings.

She is focussed on a professional future and is outspoken and outgoing. She’s into fashion and social hot spots - in touch with but not a slave of trends.She views herself as informed, liberated, ambitious and fiercely independent.