Who is the target market?

Your objective here is to ask (and answer) the question, "Who is the target market" .......... in Old Spice's "The Man Your Man Could Smell Like" - award winning - advertising campaign.

In this case, you will look at the advertisement and describe the group of consumers you believe Old Spice is targeting with this ad. It's helpful to think of a "persona" that represents the target market. This is sometimes called a "sophisticated" stereotype by market research analysts and relies on a great deal of research. But, based on this one ad - for which they paid large sums of money! - you can have a go at saying who you think is the target market. Enjoy!

IN YOUR INITIAL POST:

• DESCRIBE THE PRIMARY TARGET MARKET SEGMENT based on the ad.
• Use a complete set of segmentation dimensions including behavioral, geographic and demographic characteristics (See Exhibit 4-8 in the book or the list below).
• Remember to describe people in the target segment and not just name the dimensions. For example (not necessarily for this scenario), you might say "Older males, 65 and older" instead of "Age."

IN THE RESPONSES:

1. Read the other group members' descriptions of the target market.
2. Compare yours to the others and then comment about things such as:

• • What are the similarities and differences compared to yours?
  • Why is it difficult to figure out Old Spice's "intended" target market?
  • Would you revise your target market description based on what the other group members posted?

Your objective here is to ask (and answer) the question, "Who is the target market" .......... in Old Spice's "The Man Your Man Could Smell Like" - award winning - advertising campaign. .} I13) {5) G} 0:00 10:33 In this case, you will look at the advertisement and describe the group of consumers you believe Old Spice is targeting with this ad. It's helpful to think of a "persona" that represents the target market. This is sometimes called a "sophisticated" stereotype by market research analysts and relies on a great dea of research. But, based on this one ad - for which they paid large sums of money! - you can have a go at saying who you think is the target market. Enjoy! IN YOUR INITIAL POST: - DESCRIBE THE PRIMARY TARGET MARKET SEGMENT based on the ad. - Use a complete set of segmentation dimensions including behavioral, geographic and demographic characteristics (See Exhibit 4-8 in the book or the list below). - Remember to describe mplj in the target segment and notjust name the dimensions. For example (not necessarily for this scenario), you might say "Older males. 65 and older" instead of "Age." IN YOUR INITIAL POST: . DESCRIBE THE PRIMARY TARGET MARKET SEGMENT based on the ad. . Use a complete set of segmentation dimensions including behavioral, geographic and demographic characteristics (See Exhibit 4-8 in the book or the list below). . Remember to describe people in the target segment and not just name the dimensions. For example (not necessarily for this scenario), you might say "Older males, 65 and older" instead of "Age." IN THE RESPONSES: 1. Read the other group members' descriptions of the target market. 2. Compare yours to the others and then comment about things such as: o What are the similarities and differences compared to yours? Why is it difficult to figure out Old Spice's "intended" target market? o Would you revise your target market description based on what the other group members posted? Reply to at least two peers (after the initial post is due). See below for Exhibit 4-8: Possible Segmenting Dimensions Behavioral Geographic Demographic Needs Income Benefits sought Gender Thoughts (attitudes) Age Rate of Use Country Marital Status Purchase relationship Region Family Size Brand Familiarity City Family life cycle Kind of shopping Size of City Occupation Type of problem solving Urban/Rural Education Purchase situation Ethnicity Psychographics Social Class Lifestyle