Faculty ofArts 8. Design

Advertising Strategy Development

Answerthese ten short answer question, use dot point or short sentences.

1. Describe the following groups: target group, target market, target audience and stakeholders. What are the differences between them?

2.Explain the terms; Primary Target, Secondary Target and Tertiary Target.

3. What are Demographics, Psychographics, lnfographics and Technographics? Why does a marketing communicator need to have a sound understanding ofthese characteristics?

4. What do you understand by a CompetitorAnalysis? What is a Horizontal Analysis? What is a Vertical Analysis?

5. Explain the buyer- decision making process (DMR)

6. Explain buyer information processing.

7. What are perceptual maps?

8. What benefits could the marketing communicator gain

from the use of marketing information systems (MIS)?

9. What does micro-management of databases mean? How does it help the marketing
communicator?

10. What is the Decision Support System (DSS)?
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