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¶ … Marketing
Knowing the readiness stage of its target market is essential for the company's marketing communicator because it will allow him to tailor the marketing campaign according to the receptiveness level of the potential customer. At the same time, the readiness stage will give a clear evaluation on the link between the product and the potential customer, in terms of information (how well the customer knows the product), liking (how interested in the customer in the product) and additional elements that can lead to the final purchase stage.
In the awareness stage, the ad will attempt both to make the potential customer aware of the existence of a certain product and, generally, to build brand awareness. A good example in this sense is the Benetton promotion campaigns, which generally emphasize the brand and aim at building awareness for the Benetton brand.
In the knowledge stage, the scope of the ad is generally to give as much information about the product as possible, so the client, who is aware of the product's existence, will now start to understand why the product may be important for him. Generally, companies entering new markets will tailor their ads so as to bring information about the product to those respective markets.
In the liking stage, the company will aim its ad to turning the information provided into a positive reception from the customers. Additional information may help, but it is most useful to put it into a good light, like IKEA did in its ads to show how making the furniture on your own could be fun.
In the preference stage, the company will aim its ads to promoting some of the advantages of a product in comparison to those of a rival company. A TV ad that promotes Dominos shows a staff from rival Safeway company ordering a pizza from Dominos.
In the conviction phase, the marketer will aim to build confidence for the client that the product is better than a rival one. Ads will contain recommendations and feedback from other buyers, for example, usually celebrities or experts. Finally, in the purchase stage, the ads may be aimed towards customer retention, advertising sale discounts, for example.
Bibliography
http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/9_behavioural_segmentation.php
Last retrieved on November 6, 2008
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