Market Researchj

Facets and Drivers

Perception is Conginition think Emotion Persuasion Association Behavior

the process of understand facet feel believe Connect Act/do
seeing and
hearning the
ads see/hear
Exposure Needs Wants and Influence Symbolism Mental
desires rehearsals
Interest Conditioned Liking Enagegement Conditioned Contacting
learning learning
Relevance Excitement Excitement conviction Trials
Selection Differentiation renosance Advocating
attention & refferals
Recognition recall
Curiosity

Segmenting

Geographical

Psychological

Demographical

Targeting

Profiling

Brand Imperatives

Brand identitiy Are all the things that helps to identify the
brand
Brand postion Position of your brand relative to competitors
in a location
Brand positioning Position of your brand relative to competitiors
in minds of people
Brand promise It is a claim that a brand make regarding the
product
Brand image Attributes of a brand
Brand association Attributes of a brand which come to someone
mids when the brand is talked about

Media selection

1. Media objective
2. Type of media: Print broadcast and outdoor media
 3. Newspaper broadsheet
4. 30 seconds

Message strategy

Big idea

Problem of the solution

Message objective

To reache niche audience

Key Visual

Advertising approach

Advertising format