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LnLhuslasLlc l need Lo lmpress my frlends" l love my [ob, Lo always be on Lop and

l need Lo show LhaL promoLlon ls lncreaslng sales" know Lhe nexL Lrends!"
l wlll be Lhe nexL MarkeLlng ulrecLor! l wlll noL leL my boss down!"
noL subscrlblng Lo a plaLform ln Lhe beglnnlng of llfe, whlle Lhe CM ls low (anxlous)
l need a webslLe wlLh a relevanL number of lmpresslons from unlverslLy SLudenLs"
leadLeam
20 03 2014
1
Sharlng
Many dlfferenL channels Lo adverLlse
lnLerneL, Magazlnes, 8lllboards...
Mllllons of webslLes Lo choose from,
buL less [usL for unlverslLy SLudenLs
Popeful and amblLlous MarkeLlng ulrecLor
Choose Lhe leasL expenslve slLe" (lu)
1hlnk, who ls Lhe nexL WhaLsapp?
WhaL ls Lhe nexL blg Lhlng?" (MulrecLor)
1hlnk llke a sLudenL, go our and search!"
"When wlll you be flnally promoLed?" (famlly)
All medla LhaL an unlverslLy SLudenL pays
Sarah
26 years o|d
Iun|or Marketer |n
MNL target|ng Un|vers|ty
Advert|sers - Iun|or Marketer
very successful former unlverslLy colleagues
uncerLalnLy regardlng Lhe nexL markeL Lrends
CosL consclous llnanclal ueparLmenL
SLressed MarkeLlng colleagues
All medla LhaL an unlverslLy SLudenL pays
aLLenLlon Lo: Soclal neLworks, Cnllne news, lorums...
1rends reporLs, Consumer 8ehavlour papers
1op Schools 8evlews (Ml1, Parvard)
LveryLhlng ls under conLrol"
lnLervlews unlverslLy SLudenLs Asks frlends for oplnlon abouL nexL blg Lhlng
Works exLra hours Lo search onllne where Lo adverLlse Lhe nexL producL
8elleve me, l know whaL l am saylng" (deLermlnaLlon)
Says she wlll bulld a famlly and have a balance llfe, buL she ls only focused on work, lL ls her prlorlLy
noL havlng many webslLes only for her LargeL - wasLe Llme searchlng
for Lhe closesL (have more unlverslLy sLudenLs vlslLs, desplLe oLher
vlslLors) Plgh cosLs of adverLlslng ln webslLes whlch are already blg
Savlng Llme 1argeLlng only Lhe wanLed segmenL
Lower cosL Lhan blg ones CusLomlzed adverLlslng
MNL target|ng Un|vers|ty
Students
Market|ng Masters















6:30 am - wakes up and geLs ready
7:30 am - goes Lo work by car
8:00 am - arrlves Lo work and sLarLs by checklng her e-malls
11:00 am - searches onllne for new channels Lo adverLlse on
12:30 am - lunches a sandwlch ln her spoL whlle readlng Lhe nexL Lrends
1:30 pm - goes ouL Lo lnLervlew unlverslLy SLudenLs
on Lhelr rouLlnes and plaLforms Lhey are uslng
Sarah ls a 26 years old Cerman
MarkeLer !unlor ln a mulLlnaLlonal company whlch LargeLs unlverslLy S
She ls very amblLlons and
buL raLher someLhlng she loves Lo do: always know
AlLhough she ls noL marrled, she does have a boyfrlend wlLh whom sh
Sarah prefers Lo conLacL by phone, so she can flnlsh Lh
use, Lo undersLand Lhel
Per blggesL paln ls Lhe hlgh number of webslLes she has L
a few channels LhaL are excluslvely for unlverslLy SLude
ones she alms for and Lhe whole adverL can'L be comple
Also, mosL of Lhe webslLes regularly
prlce. She really needs Lo be one sLep ahead, flnd Lhe webslL
MosL of her problems are solved by readlng arLlcles a
lnsLance, lf she ls asked Lo flnd a webslLe Lo adverLlse
oplnlons on lacebook.
deparLmenLs Lhemselves.
Sarah ls exLremely happy when she flnds Lhe perfecL we
her achlevemenL. She feels Lhls sense of accompllshmenL buL never leLs
ersona| ob[ect|ves. Sarah wanLs Lo bulld
a famlly wlLh her currenL boyfrlend and
have a wonderful house ln Lhe fanclesL
nelghborhood.
rofess|ona| ob[ect|ves. She wanLs Lo
become Lhe MarkeLlng ulrecLor and lead
Lhe company Lo greaLer success. Lspeclally
she wanLs Lo be parL of Lhe company's
furLher lnLernaLlonallzaLlon.
4 pm - has lnLervlews wlLh parLner unlverslLles Lo
Lake care of Lhe nexL campalgn
6 pm - back ln Lhe offlce she wrlLes a reporL abouL her flndlngs
7 pm - sLarLs worklng on Lhe nexL campalgn
lunches a sandwlch ln her spoL whlle readlng Lhe nexL Lrends 8:30 pm - goes back home by car uurinq this doy, she reod 50 e
9:00 pm - has dlnner wlLh boyfrlend locebook, to/ked 10 times with her boss on the phon
40 potentio/ websites to odvert on ond interviewed
Sarah
ls a 26 years old Cerman glrl. Pavlng Laken her masLers ln MarkeLlng ln Lhe Cermany'
ln a mulLlnaLlonal company whlch LargeLs unlverslLy SLudenLs only.
and prlorlLlzes her [ob - she wlll be Lhe nexL MarkeLlng ulrecLor. Powever, Lhls ls noL someLhlng LhaL pressures her
buL raLher someLhlng she loves Lo do: always knowlng Lhe nexL Lrend and Lrylng Lo flnd Lhe nexL blg Lhlng for unlverslLy SLuden
ls noL marrled, she does have a boyfrlend wlLh whom she wlshes Lo someday bulld a famlly wlLh.
Sarah prefers Lo conLacL by phone, so she can flnlsh Lhe sub[ecL/problem rlghL away. Powever, she Lends Lo u
use, Lo undersLand Lhelr day-Lo-day llfe and whaL are Lhelr palns. 1herefore, lnsLagram, lacebook, 1wlLLer and e
Per blggesL paln ls Lhe hlgh number of webslLes she has Lo go Lhrough unLll she flnds Lhe perfecL maLch. Specl
few channels LhaL are excluslvely for unlverslLy SLudenLs. 1hls makes her [ob dlfflculL, slnce she can'L guara
ones she alms for and Lhe whole adverL can'L be compleLely cusLomlzed.
Also, mosL of Lhe webslLes regularly vlslLed by Lhls segmenL, are already blg hlLs (lacebook or
She really needs Lo be one sLep ahead, flnd Lhe webslLe before lL becomes famous.
MosL of her problems are solved by readlng arLlcles and renowned reporLs or searchlng onllne (Coogle
lnsLance, lf she ls asked Lo flnd a webslLe Lo adverLlse on, she wlll read a Lrends arLlcle and search onllne
oplnlons on lacebook. neverLheless, former colleagues are also a source of lmporLanL lnformaLlon slnce
deparLmenLs Lhemselves.
Sarah ls exLremely happy when she flnds Lhe perfecL webslLe and her forecasL comes Lrue. 1hls ls
She feels Lhls sense of accompllshmenL buL never leLs LhaL dlsLracL her.
AdverLlsers
10 pm - lacebook and oLher soclal
neLworks, readlng Lhe commenLs
back ln Lhe offlce she wrlLes a reporL abouL her flndlngs SLudenLs are maklng abouL Lhe brand
11:30 pm - goes Lo bed
uurinq this doy, she reod 50 e-moi/s, 100 comments on
locebook, to/ked 10 times with her boss on the phone, sow
40 potentio/ websites to odvert on ond interviewed l0 students.
Cermany's besL unlverslLy, she ls currenLly worklng as a
. Powever, Lhls ls noL someLhlng LhaL pressures her
lng Lo flnd Lhe nexL blg Lhlng for unlverslLy SLudenLs.
e wlshes Lo someday bulld a famlly wlLh.
e sub[ecL/problem rlghL away. Powever, she Lends Lo use whaL unlverslLy SLudenLs
, lacebook, 1wlLLer and e-mall are always acLlve.
o go Lhrough unLll she flnds Lhe perfecL maLch. Speclally, she feels Lhere are only
nLs. 1hls makes her [ob dlfflculL, slnce she can'L guaranLee Lhe vlewers are only Lhe
vlslLed by Lhls segmenL, are already blg hlLs (lacebook or 9gag), whlch ln Lhe end lnflaLes Lhe adverLs'
ned reporLs or searchlng onllne (Coogle buL also Soclal neLworks). lor
on, she wlll read a Lrends arLlcle and search onllne for sLudenLs' commenLs and
agues are also a source of lmporLanL lnformaLlon slnce Lhey are worklng ln markeLlng
Lrue. 1hls ls parLlcularly when her boss recognlzes

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