Consumer Insight and Account Planning in Marketing Campaigns

week 5

What is the main goal of account planning in advertising?

To produce consumer insights that lead to big ideas and campaign strategies.

What is a creative brief?

A document that summarizes the insights and strategies for an advertising campaign.

List the steps in the account planning process.

1. Establish the situation. 2. Define the target market. 3. Identify the problem. 4. Identify the insight. 5. Discuss creative execution. 6. Discuss communication channels. 7. Measure results.

What are the 4C's in consumer insight?

Consumer, Cost, Convenience, Communication.

What does SWOT analysis stand for?

Strengths, Weaknesses, Opportunities, Threats.

What is the purpose of segmentation in marketing?

To identify homogeneous groups in the market that respond predictably to marketing strategies.

What is the goal of targeting current users in marketing?

To increase loyalty and advocacy among existing consumers.

What is the significance of defining the target market?

It helps in tailoring messages and strategies to specific consumer segments.

What are primary and secondary research methods?

Primary research involves collecting new data, while secondary research uses existing data.

What is the importance of understanding consumer perceptions?

It helps balance business reality with how consumers view the brand or product.

What is the role of Mintel in market research?

Mintel provides market research and intelligence to help understand consumer trends.

How can Google Trends be useful in identifying consumer interests?

It analyzes the popularity of search terms over time, revealing rising topics and seasonal patterns.

What is the benefit of attracting new users in marketing?

To increase the number of users of the brand and expand market share.

What is the purpose of measuring results in account planning?

To assess the effectiveness of the campaign and inform future strategies.

What is a persona in marketing?

A fictional representation of a target audience segment used to guide marketing strategies.

Why is it important to identify problems in account planning?

Identifying problems helps in developing strategies that effectively address consumer needs.

What does the term 'consumer milestones' refer to?

Key points in a consumer's journey that can influence their purchasing decisions.

What is the significance of cultural trends in consumer insight?

Cultural trends can influence consumer behavior and preferences, impacting marketing strategies.

What are some examples of recent consumer trends mentioned?

Labubu, Dubai Chocolate, Lip stains, ASMR cooking, Animal print, Korean face masks, NFTs, Big red boots.

What is the purpose of secondary research in understanding consumers?

To find out who the consumers are using existing sources like Mintel Reports, Ad Age, and social media.

What are the four popular types of market segmentation?

Demographic, Behavioral, Geographic, and Psychographic segmentation.

What does demographic segmentation focus on?

It focuses on who the consumers are, including factors like gender, education, income, ethnicity, and age.

What is behavioral segmentation concerned with?

It examines how consumers use a brand, including usage patterns, frequency, and the context of use.

What are the categories of users in behavioral segmentation?

Non-category users, category users but not brand users, light users, medium users, and heavy users.

What does geographic segmentation analyze?

It looks at where consumers live and how their living conditions influence purchase decisions.

What is psychographic segmentation focused on?

It explores why consumers buy, including their values, motivations, priorities, and beliefs.

What is a persona in market research?

A fictional representation of a typical customer within a segment, providing a richer qualitative picture.

What are the key components of a persona?

Who they are, what they do, how they do it, and why they do it.

What is the significance of multi-dimensional segmentation?

It acknowledges that consumer behavior is complex and cannot be fully understood through single dimensions.

What is the purchase funnel?

A model that outlines the stages consumers go through before making a purchase decision.

What is the goal of account planning in a campaign?

To put the plan in context, define the target market, identify the problem, and discuss insights and execution strategies.

What are the steps involved in account planning toward a campaign?

Establish the situation, define the target market, identify the problem, and discuss insights and execution.

What is the role of Slido in class engagement?

To facilitate short polls that engage students during lectures, though participation is not mandatory.

What are some cautions regarding segmentation?

Demographics and behaviors may not fully capture individuals' experiences or motivations.

What is the importance of understanding consumer motivations?

It helps in connecting segments to their needs and preferences, enhancing marketing strategies.

What are some pain points for consumers in market segmentation?

Limited time due to family and work commitments, and the need to manage budgets.

How does the concept of 'existence ≠ association' apply to segmentation?

It emphasizes that mere existence of a product does not imply a meaningful association or validity in consumer behavior.

What is the significance of understanding usage patterns in behavioral segmentation?

It helps marketers tailor their strategies based on how often and in what context consumers use their products.