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TARGET AUDIENCE ANALYSIS

Ad 3102 advertising media planning

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just demographic ?

Basic information

Gender

Age range Income group

Area / location base

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Who visit restaurant once a

monthTotal Population BANGKOK

Totals (000) 5216 2901

Vert% 100 100

Horz% 100 55.62

Index 100 100

MALE (000) 2273 1284

Vert% 43.58 44.26

Horz% 100 56.49

Index 100 102

FEMALE (000) 2942 1617Vert% 56.4 55.74

Horz% 100 54.96

Index 100 99

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Who visit restaurant once a

month

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Who visit restaurant once a

month

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Who visit restaurant once a

month

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Who visit restaurant once a

month

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Who visit restaurant once a

month Target should be

male / female

Age 30 + All income group

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Buttodays consumers are

more than justdemographics

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Who are your users? How are they different from

your competitors? How are they segmented?

Source - TGI, Household panel

Mass Conformists Confident Domesticates

Trendy Professional Progressive Technocrats

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What triggers their

Response?

Have you everused/tried/bought it?

Is the brandtop ofmind?

Do you havean opinion

about it?

Actively Aware

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Source: AMIs Brand Health Monitor Pyramid

Is it in the rightprice bracket?

Does it haveappeal?

Is it relevantto you?

What triggers their

Response?

Consider

Actively Aware

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Source: AMIs Brand Health Monitor Pyramid

Can it deliver?

What triggers their

Response?

Consider

AcceptablePerformance

Actively Aware

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Source: AMIs Brand Health Monitor Pyramid

Does it performbetter than others?

Is it at a

better price?

Does it appeal morethan the

competitors?

What triggers their

Response?

Consider

AcceptablePerformance

Superior

Actively Aware

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Source: AMIs Brand Health Monitor Pyramid

What triggers their

Response?

Consider

AcceptablePerformance

Superior

Actively Aware

Convinced

Does it deliver on themajority of

advantages?

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Source: AMIs Brand Health Monitor Pyramid

Brand A Brand B

Consider

AcceptablePerformance

Superior

Convinced

What triggers their Response?

Same category / different shapes

Actively Aware

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changing consumers

passive mode

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changing consumers

FILTERCONTENT

CREATOREDITOR

The Empowered Consumers