Marketing Communication

> Planning the ad campaign

•Audience / target

•Objectives

•Tone / style

•Medium/media

SegmentationDemographic• gender

• age

• ethnicity

• education

• occupation

• income bracket

Geographic• home

• Nielsen Area

Psychographic• lifestyle

• values

• personality

• feelings

• attitudes

Behaviouristic• purchasing

behaviour

• loyalty

• ownership

• repeat purchases

ethnicity

values

ownership

repeat purchases

education

occupationincome bracket

personality

feelingsattitudes

loyalty

Nielsen Area

2. AC Nielsen Areas

Area 1 = Oost- en West-Vlaanderen

Area 2 = Limburg, Antwerpen en Vl. Brabant

Area 3 = 30 gemeenten rond Brussel

Area 4 = Henegouwen en Waals Brabant

Area 5 = Luik, Namen en Luxemburg

MARKET

1. ACNielsen shoptypesF1F2NIF2IF3

1 23

45

Audience measurement and profiling

https://www.abc.org.uk/

www.nrs.co.uk/

http://www.nrs.co.uk/purpose/

NRS Social Grades

CIM.be

http://www.cim.be/fr/media/presse/authentification/r%C3%A9sultats/r%C3%A9sultats-public

www.rosseladvertising.be/fr

http://www.rosseladvertising.be/fr/le-soir#brand-24