Slogan, Logo, Target Audience

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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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A name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers

1. Brand
2. Logo
3. Slogan
4. None of the above

a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc.

1. Brand
2. Logo
3. Slogan
4. None of the above

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

1. Brand
2. Logo
3. Slogan
4. None of the above

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

Target Audience/Market

Target Audience Definition

The consumers a company wants to sell its products and services to, and to whom it directs its advertising efforts.

There are many factors to consider when building a target audience.

These are called MARKET SEGMENTS.

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. 

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.

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

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.

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.

What race/ethnicity is the target market for the previous ad? How do you know?

What age group is the target market for the previous ad? How do you know?

What family status and size is the target market for the previous ad? How do you know?

What region?

What region is the target market for the previous ad? How do you know?

What gender, age group, and family status is the target market for the previous ad? How do you know?

What loyalty?

What loyalty is the target market for the previous ad? How do you know?

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.