1. A Target Market Lesson Next

2. Each slide will contain information and/or instructions. Navigation buttons will appear on each slide: Back : Use this to return to the previous slide. Stop : Use this to end the presentation. Home : Use this to return to the table of contents. Next : Use this to advance to the next slide.

3. This is a lesson involving Super Bowl commercials! You will learn about target markets and market segmentation, then apply what you learn to the commercials. Have fun, and let your teacher know if you have any questions!

4. After this lesson, you will be able to define a target market and different types of market segmentation. Then, you will analyze advertisements and create a PowerPoint presentation describing the target market of that commercial. You will also analyze the product and offer suggestions about reaching a different target market.

5. Instructions Introduction for students Superbowl Target Market Market Segmentation Segmentation Practice Review Quiz Assignment References START!

6. Take notes as you go – theres a short quiz at the end! Dont forget, click the referees below to go to the next slide, or go back if you need to.

7. Whats a target market? How do I identify one? What are different types of target markets? Why do Superbowl advertisers pay so much?

8. How much do Super Bowl advertisers pay for 30- second television commercial spots? Click the link & read this article to find out: CNN Money – The Branding Bowl Why do they pay so much?!

9. GoDaddy.com has spent big bucks on ads since 2005. Heres what the CEO has to say: Because of the media attention our ad has received, millions of people across the country who didnt know we existed, are now aware of GoDaddy.com - Bob Parsons, CEO, GoDaddy.com *Quote retrieved April 11, 2009: http://www.pinnycohen.com/2008/02/12/marketing-wisdom/the-27-million-question-do-super- bowl-ads-pay/#GoDaddy.com But Why??

10. According to Nielson Media, 96.9 million people watched this years Super Bowl, which was actually down from previous years. Retrieved February 3, 2014 from http://www.deadline.com/2014/02/super-bowl-tv-ratings-seattle-seahawks-denver-broncos/ Advertisers decide what type of people are possibly watching so they can create commercials that those people will like. Then, those consumers will buy the products!

11. This article gives a definition, and suggestions about reaching target markets. Click this link and read the article. Entrepreneur Magazine: Target Markets

12. Targe t Market: A specific group of consumers at which a company aims its products and services. Ask questions to get started: Male or Female? Age? Socioeconomic status? Area of the country in which they live? Career? * Target Market. Entrepreneur online, retrieved April 12, 2009 from: http://www.entrepreneur.com/encyclopedia/term/82498.html

13. Read this short definition by Small Business Notes to find out more about market segmentation: Look for 4 types of market segmentation – click this link to read more: Small Business Notes Article How do you think you could define market segmentation?

14. Market Segmentation: A marketing technique that targets a group of customers with certain characteristics. Retrieved from http://www.investorwords.com/2988/market_segmentation.html, April 12, 2009. 3 types of market segmentation*: 1. Demographic: based on measurable statistics such as age or income. 2. Psychological: based on lifestyle preferences such as urban dwellers or pet lovers. 3. Geographic: based on location, such as home or address. Ward, S. Target Marketing. Retrieved April 12, 2009, from http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm

15. Identify the Demographic Segmentation used in the next few advertisements. Use the Answer button to get to the answers. Practice

16. Answer

17. These ads would not be displayed in the US, because they are focused on particular locations. Sales would not increase as a result of displaying these ads in the U.S., but sales would increase by displaying them in the respective countries. Europe Japan Practice

18. Answer

19. Professionals who need to use WiFI Rockers! McDonalds uses these ads to psychologically appeal to specific types of people. McDs appeals to consumers senses by advertising things people like, rather than segmenting those consumers by age or where they live. Practice

20. Answer

21. Men, age 25- 45 Kids, age 4- 12 McDonalds uses these ads to appeal to a specific, measurable category of people. Adults arent excited about Ronald McDonald, so they use the ad on the right to appeal to kids. They try to appeal to men by making the Big Mac appear huge!

22. Millions of people watched the Super Bowl, so it is an excellent way for companies advertisements to reach lots of people. McDonalds used 6 different advertisements to appeal to 6 different types of people. Target marketing allows advertisers to focus on specific markets. These target markets are segmented by: demographics, psychological factors, and geographical locations. Ready for your quick quiz? Click here: Quick Quiz

23. According to Nielson Media, how many people watched this years Super Bowl, making it the largest watched television event ever? 100 million 96.9 million 93.4 million

24. Click Here for your next question Click Here for your next question

25. A specific group of consumers at which a company aims its products and services is called: Demographic Marketing Demographic Marketing Market Segmentation Market Segmentation Target Market

26. Click Here for your next question Click Here for your next question

27. A marketing technique that targets a group of customers with certain characteristics. Target Market Market Segmentation Market Segmentation Demographics

28. Click Here for your next question Click Here for your next question

29. What type of market segmentation is based on lifestyle preferences such as urban dwellers or pet lovers? Demographic Psychological Geographic

30. Click Here for your next question Click Here for your next question

31. What type of market segmentation is based on location, such as home or address? Demographic Psychological Geographic

32. Click Here for your next question Click Here for your next question

33. What type of market segmentation is based on measurable statistics such as age or income? Demographic Psychological Geographic

34. Finish!

35. During this lesson, you defined a target market and different types of market segmentation. You analyzed advertisements and now you are going to create a PowerPoint presentation describing the target market of a commercial of your choice. You will also analyze the product and offer suggestions about reaching a different target market.

36. Now that you know about target markets, youre going to identify some on your own! For your assignment, youll watch Super Bowl ads, choose one, decide what the target market is, and create a suggestion for marketing that product to another market We will do this tomorrow. To begin, start thinking about some commercials you would like to use. You will have to choose your own, so pick a couple to have some options.

37. Market Segmentation. Investorworks.com. Retrieved from http://www.investorwords.com/2988/market_segmentation.html, April 12, 2009. http://www.investorwords.com/2988/market_segmentation.html McDonalds Europe sign advertisement. Picture retrieved April 12, 2009, from: http://farm1.static.flickr.com/45/116981124_3b95c3ba0f.jpg?v=0 http://farm1.static.flickr.com/45/116981124_3b95c3ba0f.jpg?v=0 McDonalds Japan advertisement. Picture retrieved April 12, 2009, from: http://iftf.typepad.com/photos/uncategorized/20061007_mcdonalds.jpg http://iftf.typepad.com/photos/uncategorized/20061007_mcdonalds.jpg McDonalds Laptop advertisement. Picture retrieved April 12, 2009, from: http://www.trendhunter.com/images/phpthumbnails/15687_1_230.jpeg http://www.trendhunter.com/images/phpthumbnails/15687_1_230.jpeg McDonalds man looking at Big Mac. Picture retrieved April 12, 2009, from: http://i.dailymail.co.uk/i/pix/2008/11/20/article-1087832- 01268FD80000044D-526_468x344.jpg http://i.dailymail.co.uk/i/pix/2008/11/20/article-1087832- 01268FD80000044D-526_468x344.jpg McDonalds Rockin Fries advertisement. Picture retrieved April 12, 2009, from: http://3.bp.blogspot.com/_2oq2bSN- S9o/SKzNyQZzh6I/AAAAAAAABsU/ZsAq5wBUUs0/s400/mcdonalds+rock+n+frie s.jpg http://3.bp.blogspot.com/_2oq2bSN- S9o/SKzNyQZzh6I/AAAAAAAABsU/ZsAq5wBUUs0/s400/mcdonalds+rock+n+frie s.jpg Overbaugh, R.C., & Schutz, L. Blooms Taxonomy. Old Dominion University Website. Retrieved March 30, 2009, from http://www.odu.edu/educ/roverbau/Bloom/blooms_taxonomy.htm http://www.odu.edu/educ/roverbau/Bloom/blooms_taxonomy.htm Next End Show Table of Contents Table of Contents

38. Parsons, Bob. GoDaddy.com CEO: Quote retrieved April 11, 2009: http://www.pinnycohen.com/2008/02/12/marketing-wisdom/the-27-million- question-do-super-bowl-ads-pay/#GoDaddy.com http://www.pinnycohen.com/2008/02/12/marketing-wisdom/the-27-million- question-do-super-bowl-ads-pay/#GoDaddy.com Ronald McDonald dancing with kids. Picture retrieved April 12, 2009, from: http://francisanderson.files.wordpress.com/2007/12/ronald-mcdonalds.jpg http://francisanderson.files.wordpress.com/2007/12/ronald-mcdonalds.jpg Superbowl, Nielson Media. Retrieved April 11, 2009 from http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.55dc65b4a7d5a dff3f65936147a062a0/?vgnextoid=ac08bca0e985f110VgnVCM100000ac0a260aR CRD http://www.nielsenmedia.com/nc/portal/site/Public/menuitem.55dc65b4a7d5a dff3f65936147a062a0/?vgnextoid=ac08bca0e985f110VgnVCM100000ac0a260aR CRD Target Market. Entrepreneur online, Retrieved April 12, 2009 from: http://www.entrepreneur.com/encyclopedia/term/82498.html http://www.entrepreneur.com/encyclopedia/term/82498.html Ward, S. Target Marketing. Retrieved April 12, 2009, from http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm End Show Table of Contents Table of Contents

39. Return to Quiz