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 3 Defining 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 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

12.6% 14.5% 13.6% 14.0% 11.9% 12.1% 5.8% 5.6% 5.1% 5.0%

R 748 R 895 R 1 113 R1 595 R 2 289 R 3 731 R 5 495 R 7 407 R 9 743 R 13 406

Urbanisation 1999 2000 2010 42% 49% 60% 90% 91% 92%

Aids in 2010 6.1 million - aids 4.5 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.