How are they different? How are they related? What is the purpose of each one?
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Slide 1: Slide
English
This lesson contains 32 slides, with interactive quizzes and text slides.
Items in this lesson
Introduction
What is a brand?
What is a logo?
What is a slogan?
How are they different? How are they related? What is the purpose of each one?
Slide 1 - Slide
https:
Slide 2 - Link
https:
Slide 3 - Link
A name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers
A
Brand
B
Logo
C
Slogan
D
None of the above
Slide 4 - Quiz
a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc.
A
Brand
B
Logo
C
Slogan
D
None of the above
Slide 5 - Quiz
a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group
A
Brand
B
Logo
C
Slogan
D
None of the above
Slide 6 - Quiz
Slide 7 - Slide
Differences and Similarities
Similarity: one logo and few words on each.
Differences: the different colors, fonts, logo shapes, and slogans.
It is important that they notice that there are different slogans because it is the key phrase that makes the product memorable
Many researchers claim that slogans are the most effective means of drawing attention to a product
Slide 8 - Slide
Target Audience/Market
Slide 9 - Slide
Target Audience Definition
The consumers a company wants to sell its products and services to, and to whom it directs its advertising efforts.
Slide 10 - Slide
There are many factors to consider when building a target audience.
These are called MARKET SEGMENTS.
Slide 11 - Slide
Geography can be one way to help determine a target market.
Geographic Aspects to consider:
Region, Population, Climate
For example, a company that makes snow tires would be more interested in the consumers located in the northern parts of the United States and in the mountainous regions.
Slide 12 - Slide
Demographic
Aspects:
Age
Gender
Race/Ethnicity
Family Size
Income
Education
Segmentation according to demography is based on variables such as age, gender, occupation and education level or according to perceived benefits which a product/service may provide.
Slide 13 - Slide
Lifestyle
It considers how people spend their leisure and which external influences they are most responsive to and influenced by.
Aspects to consider:
Activities
Interests
Opinions/Beliefs
Occupation
Slide 14 - Slide
Behavioral:
Aspects:
Loyalty Status
Usage Rate
Usage Situation
Readiness Stage
Knowledge
Behavioral segmentation divides consumers into groups according to their knowledge of, attitude towards, usage rate, response, loyalty status, and readiness stage to a product.
Slide 15 - Slide
Combination
A comprehensive target market profile usually encompasses a combination of the major marketing segments.
For example, the newest male teenage singing sensation will want to market his music to the teenage females throughout the world.
Another example of combining target market components is using sports commercials with scantily clad women to market beer during the broadcast of sporting events. The beer companies have done their research and have determined that heterosexual males who are sports fans are beer consumers, and those commercials display a company advertising to a very specific target market.
Slide 16 - Slide
Slide 17 - Slide
What race/ethnicity is the target market for the previous ad? How do you know?
Slide 18 - Open question
Slide 19 - Slide
What age group is the target market for the previous ad? How do you know?
Slide 20 - Open question
Slide 21 - Slide
What family status and size is the target market for the previous ad? How do you know?
Slide 22 - Open question
What region?
Slide 23 - Slide
What region is the target market for the previous ad? How do you know?
Slide 24 - Open question
Slide 25 - Slide
What gender, age group, and family status is the target market for the previous ad? How do you know?
Slide 26 - Open question
What loyalty?
Slide 27 - Slide
What loyalty is the target market for the previous ad? How do you know?
Slide 28 - Open question
Assignment:
Using the "Examples of Market Segments” document, choose at least one characteristic from each of the Segmentation Bases.
Create a slide and put these characteristics down on the slide. Add pictures, words, etc. that might appeal to or be relevant for this group.
Once you have chosen the characteristics, create a relevant character using an avatar site. Put this picture on the slide. Give the person a name.
Find advertisements and products that would appeal to your target person. Put these on the slideshow.