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