You MUST exactly follow the instruction. New target: MEDIA USE
Brand: Nike
- Based on the analysis in Section D, you should know by now what target group (defined by two- three demographic or psychographic characteristics) you would like to target using different media. Use your selected target’s attributes to find out how they use media.
- Using Simmons Insights (Dictionary → INTERMEDIA → MEDIA QUINTILES), evaluate heavy users of different media (RADIO; TV; OUTDOOR; INTERNET) in terms of the consumption of your brand as well as target demographic/psychographic characteristics. Select three media types to focus on. Generate a crosstab with quintiles for each of your selected media types (should be 15 rows total, 5 quintiles per medium). Put your brand usage and two/three demographic/psychographic characteristics as columns in the crosstab. Provide an in-depth analysis of numbers presented in the crosstab tables (number of users, horizontal %, vertical %, index).
- What do these numbers mean for your media campaign?
- Which media work best for which demographic/psychographic target groups?
- You may generate additional crosstabs using Simmons Insights for media/device usage:
- Dictionary → CELL/SMARTPHONES/TABLETS; Dictionary →I NTERNET; Dictionary →CABLE/TELEVISION/RADIO; Dictionary → PRINT MEDIA.
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