Slogan, Logo, Target Audience

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? 

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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

Slide 2 - Link

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:
  1. Using the "Examples of Market Segments” document, choose at least one characteristic from each of the Segmentation Bases.
  2. 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.
  3. 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.
  4. Find advertisements and products that would appeal to your target person. Put these on the slideshow.
*The next three slides serve as an example.

Slide 29 - Slide

Slide 30 - Slide

Slide 31 - Slide

Slide 32 - Slide