| abstract
intro
literature
review
rationale/research
questions
method
results
discussion
appendices
limitations
references
team
members
home |
Reaching
Your Audience:
Matching
Media Channels to Target Audience
Appendix A
Figure 1
Segmenting Publics Matrix
| Segments |
Descriptors |
Concerns |
Values
|
Consumer Habits |
Information needs & Preferences |
Generation
(Adaptive, Generation X, Baby Boomers, etc) |
Individualists, healthy, competitive,
pragmatic, serious, etc. |
Staying young, a more orderly
world, AIDS, belonging, rebellion, etc. |
Family, careers, education working |
Frugal, Materialistic |
Job, career, relationships, computers |
Life Stage
(Leaving home, Mid-life explosion,
Retirement, etc.) |
|
Single life, work, selecting
a mate, achieving, autonomy |
Children, parents |
Home Buyer |
Child Rearing, Parental Care |
Social Class
(Upper upper, Lower upper, Upper middle, etc.) |
Various income and educational
levels, and spending habits |
Money, norms and standards, careers |
Family, home, education, business,
politics |
Home, Buyer, Frugal |
Education |
Lifestyle
(Actualizers, Achievers, Believers, etc.) |
College students, professionals,
trade workers |
Suspicious of new ideas and government
intrusions |
Conservative |
Practical, functional |
Politics |
Gender
|
|
|
|
|
|
Race
National Origin |
|
|
Religion, education, family,
elderly, children |
|
|
Adapted from Morton (1998a, 1998b).
Appendix A
Figure 2
Social Class Segmentation
| Social-economic class |
% of
U.S. |
Source of Income |
Education |
Spending |
Behavior |
Values |
| Upper upper |
1% |
Inherited from prominent families |
Private preparatory schools and
the best colleges |
Spending money without display |
Freely deviate from class norms |
Self actualization & social
concerns |
| Lower upper |
2% |
Earned instead of inherited |
Usually college educated |
Spend to show status; luxury
market |
Innovators for new products &
technologies |
Business, political & social
concern |
| Upper middle |
12% |
Successful careers |
Professional or graduated degrees |
Quality market |
Live graciously but carefully |
Family, home & education |
| Lower middle |
30% |
Skilled and creative jobs |
Some college or technical training |
Price sensitivity market |
Adhere to norms and standards |
Homes and neighbor-hoods |
| Upper lower |
35% |
Uncreative manual jobs |
Moderate skills and education |
Spend impulsively on national
brands |
Live routine lives |
Limited social interaction |
| Lower lower |
20% |
Under-ground jobs |
Moderate skills and education |
Spend impulsively on national
brands |
Live routine lives |
Limited social interaction |
Appendix A
Figure 3
Lifestyle Segmentation
| Groups |
Profession |
Resources |
Self-Orientation |
Psychological Attributes |
Lifestyle |
| Actualizers |
Business & government leaders |
Most |
Seek change, values image as
self-expression |
Successful, active, sophisticated,
take-charge attitude with high self-esteem |
Lead rich & diverse lives,
enjoy fine things |
| Fulfilleds |
Professionals & retired |
High |
Principle oriented: seek
knowledge & consistency between their behavior & world views |
Mature, satisfied, comfortable,
calm reflective, content well educated, self assured |
Value homes & functional,
durable products |
| Believers |
Professionals, works, & retired |
Low |
Principle oriented: Value
order, knowledge & responsibility |
Conservative, conventional, traditional,
predictable |
Meet their needs on modest incomes |
| Achievers |
Professionals |
High |
Status oriented: Seek security,
social standing through achievements |
Conventional, politically conservative,
committed |
Buy good products to exemplify
success |
| Strivers |
Service workers |
Low |
Status oriented: Seek approval
of others to validate themselves |
Believe money defines success
& feel cheated for not having much |
Emulate people more economically
successfully |
| Experiencers |
College students & professionals |
High |
Action-oriented: Intensely
involved in a wide variety of exciting activities |
Vital, enthusiastic, impulsive,
rebellious socially & politically opinionated |
Like new, offbeat & risky
activities |
| Makers |
Work in trades |
Low |
Action-oriented: Adamantly
self-sufficient |
Practical, constructive conservative,
suspicious of new ideas and government intrusions |
Value only practical & functional
possessions |
| Strugglers |
Unemployed & those who live
in poverty |
Least |
Survival oriented: Constantly
struggle to meet immediate needs |
Struggle for survival overcomes
all other psychological attributes |
Cautious consumers, but loyal
to favorite brands |
Morton (1998a, 1998b)
Appendix A
Figure 4
Lifestyle Development Stage Segmentation
Life Development Stage
|
Age Range |
Major Tasks |
| Leaving Home |
18-22 years |
Breaking psychological ties,
choosing careers, entering the work force, handling peer relationships,
managing time and home, adjusting to independent life. |
| Reaching Out |
23-28 years |
Selecting a mate, settling into
work, progressing in careers, parenting, becoming involved in communities,
being a responsible consumer, purchasing a home, interacting socially,
achieving autonomy |
| Questions/Questions |
29-34 years |
Searching for personal values,
reevaluating relationships, progressing in careers, accepting growing children,
establishing a permanent home. |
| Mid-life Explosion |
35-43 |
Searching for meaning, reassessing
marriage, reexamining work, relating to teenage children, relating to aging
parents, reassessing personal priorities and values, adjusting to single
life. |
| Settling Down |
44-55 years |
Adjusting to realities of work,
launching children, adjusting to an empty nest, becoming more deeply involved
in social life, participating actively in community concerns, handling
increased demands of older parents, managing leisure time and budgets,
adjusting to single life, beginning to think about retirement. |
| Mellowing |
56-64 years |
Adjusting to health problems,
deepening personal relationships, approaching retirement, expanding hobbies,
financing new leisure time, adjusting to the loss of a mate. |
| Retirement |
65 and older |
Disengaging from paid work, reassessing
finances, being concerned with personal health care, searching for new
achievement outlets, managing leisure time, adjusting to a more constant
marriage, adjusting to single life, becoming reconciled to deaths. |
Morton (1998a, 1998b)
Appendix A
Figure 5.1
Gender Segmentation
| Gender |
Men |
Women |
| Number in U.S. |
111 million |
118 million |
| Seek advice of |
Other male friends |
Male relatives and female relatives |
| Give advice on |
General topics such as finances,
automobiles |
Specific topics such as doctors,
hair stylists, restaurants |
| Sports |
Primarily participatory
sports |
Exercise more |
| Exercise |
Exercise little |
Exercise little |
| Finances |
Make more and consider it in
decisions less |
Make less so consider money in
decision more |
Morton (1998a, 1998b)
Figure 5.2
Segmenting Female Publics
| Segments |
Percent of USA Females |
Responsibilities |
Finances |
Spend on… |
Single, no children
|
36% |
Least = 1 |
More = 4 discretionary income |
Themselves and shopping |
| Single with children |
9% |
Most = 4 |
Least = 1 discretionary income |
Basics: comparison shop
& uses coupons |
| Married, no children |
28% |
Less = 2 |
More = 3 |
Home, themselves |
| Married with children |
27% |
Less = 3 |
Less = 2 |
Groceries, children’s clothes
and toys over-the-counter drugs |
Morton (1998a, 1998b)
Appendix A
Figure 6
Composite Audience Profile model
|
|
Demographics
Age
Gender
Social Class
Education
Occupation
|
|
|
|
|
|
|
Psychographics
Values
Lifestyle
|
|
|
Emotion
Interest Surprise
Anger Guilt
Fear
Sadness
Shame Drives
|
|
Scott and O’Hair (1989)
Appendix B
Figure 1
Generation Segmentation and Media Channel
Preferences
| Generation |
Size |
Life Influencers |
Descriptive Adjectives |
Time Spent |
Major Concerns |
Information needs |
Media Channel Preference |
| Adapative (Mature Americans)
Born before 1946 |
68.3 million |
1930s Depression |
Healthy, active, altruistic,
sedentary, affluent, adaptive, educated/
uneducated |
Cooking, personal care,
TV, walking for exercise, careers, family, housework |
Staying young and healthy |
Hungry for information to carry
out many roles |
Not easily adaptable to new technology,
such as the internet |
|
Inner Fixated Idealists (Baby Boomers)
Born 1946 to 1964 |
77.6 million |
Vietnam War, Civil rights |
Individualist, sober, competitive,
frugal stressed, materialistic |
Careers, family responsi-bilities |
Environ-ment, health, finanicial
assets & a more orderly world |
Overcoming stress & dealing
with changing world |
Television is an effective channel,
but it is viewed passively; internet (slow adapters to technology) |
| Reactive (Generation X)
Born 1965 to 1976 |
44.6 million |
Debt crises, disintegrat-ing
families |
Pragmatic, actionorient-ed, computer
literate, nonidealogi-cal & entrepreneu-rial |
Shopping in malls, with friends,
watching television, education, working |
AIDS, growing racial disharmo-ny,
& deteriorat-ing environ-ment |
Job, career and relationship
information |
Embrace new technology fast;
Attracted to MTV’s quick-cut, fast-fade format; internet browsers; use
media that mix entertainment with revolving information; dislike advertising;
television viewed actively |
| Civic (Millennium Generation)
Born after 1976 |
72.4 million |
Social complexity |
Independent, savvy strong-willed,
moral, serious & optimistic |
Watching TV, being with friends,
education |
Personal dilemmas: autonomy,
belonging, rebellion, idealism, pragmatic |
How to better cope with problems |
Message should be targeted towards
books & CDs; uge internet surfers; specialty magazines |
Adapted
from Morton (1998b).
Appendix B
Figure 2
Segmenting Minority Publics and Media
Channel Preferences
| Characteristics |
African Americans |
Asian Americans |
Hispanic Americans |
Percent of USA
|
12% |
3.5% |
12% |
| Average Income (1995) |
$18,000 |
$38,500 |
$22,000 |
| % of Caucasian Income |
60% |
120% |
72% |
| Values |
Religion, self-image, style &
personal elegance, being a trendsetter for youths |
Education, family and married
life, older people, relationships |
Religion, language, family, children,
traditional middle-class values, aesthetics, emotions and appearance |
| Relevant Events |
Causes that involve them:
United Negro College Fund, Sickle Cell Disease, Just Say No to Drugs, Black
History Month, MLK |
Asian Pacific Heritage Month,
Asian American subgroups events like cherry-blossom festivals for Japanese |
Puerto Rican Day, Hispanic Day
Parades, Calle Ocho |
| Spend on… |
Name brands, educational equipment,
reference books, premium liquors, new cars, expensive clothes and jewelry. |
Flying, long-distance telephone
calls, education |
Clothing, homes, churches.
Respond well to samples |
| Media Channel Preference |
Various types of mass media (print,
television, radio) is effective if family, religion, self-image, and contemporary
issues are included; income levels must be considered if the internet is
used as a means of communicating; language is not a barrier |
News releases are the most effective
media channel, but must be written in their language; television programs
and sub-carrier radio channels are also effective for Japanese; articles
in airline magazines are effective because they fly a lot; newspapers are
good if published in their newspapers in their language |
10% use American mass media
due to language barriers; Minority newspapers, television, and radio are
the best channels to reach this audience; direct mail reach this audience
better than mass media; language is a huge barrier considering that only
50% read English; income level dictates internet usage. |
Adapted from Morton (1997).
Appendix B
Figure 3
Sources for demographic information
|
Topic
|
Resource
|
Address/Location
|
Web Address/Phone
|
Remarks
|
| Media Habits |
Simmons Study of Media and Markets
(Annual Publication) |
Local Libraries.
Or write:
Simmons
Market Research Bureau, Inc.
402 Lexington Avenue,
New York, NY 10170
Or
900 N. Michigan Ave.
Chicago, Il. 60611 |
NY: (212) 916-8900
Chi: (312) 951-4400 |
|
| |
The Lifestyle Market Analyst
(Annual) |
Local Libraries.
Or write:
SRDS
1700 Higgins Rd,
Des Plaines, Il. 60018-5605 |
(847) 375-5005 |
|
| |
Gallop Organization – |
Internet |
Http://www.gallup.com |
Gallop frequently posts the results
of various surveys on its web pages |
| General Demographics |
Statistical Abstract of the United
States of America
(Annual Government Document) |
Local Libraries/Government Repositories.
(watch for future internet access) |
|
The Statistical Abstract is an
ever- increasingly detailed collection of various statistical data. |
| |
Bureau of the Census |
Internet |
Http://www.census.gov |
Census information is questioned
by critics, but remains the most comprehensive and reliable information
available. Includes much in the way of state and county “quick
facts.” |
| |
FASTATS |
Internet |
Http://www.cdc.gov/nchs/
/fastats.htm |
Government site |
| |
Government Docs (U. S. Government
Printing Office |
Internet |
Http://www.access.gpo.
gov/su_docs/dpos/
agencies.html |
Provides both a comprehensive
listing of federal government websites, and a search engine.* |
| |
State Almanacs and Statistical
Abstracts (Annual State Publications) |
Local Libraries/Government Repositories
(possibly
Internet access) |
|
Useful, localized information. |
* Many government
agencies make useful statistics available via the internet.
Appendix B
Figure 4
Sources for Psychographic Information
|
Topic
|
Resource
|
Address/Location
|
Web Address
|
| Voting Behavior |
Polling Records |
State and Precinct Offices |
|
| Political Affiliation |
Party Records |
Local Party Officials |
|
| Organizational Affiliation |
Union Affiliation |
Local Union Officials/Offices |
|
| |
Veterans Organizations |
National, State and Local Organizational
Representatives |
|
| Church Affiliation |
Denominational Records |
State/National Denominational
Websites or Local Parishes |
|
| |
Harvard University
Statistics |
|
http://www.hds.harvard.
edu/library/biblio/stats.htmlhw.hds.harvard.ed |
| |
Adherents.Com |
|
http://www.adherents.com/www.adherents |
| |
Demographia.Com |
|
http://www.demographia.
com/db-religion.htm |
Miscellaneous
Opinions |
Simmons Study of Media and Markets
(Annual Publication) |
Local Libraries.
Or write:
Simmons
Market Research Bureau, Inc.
402 Lexington Avenue,
New York, NY 10170
or
900 N. Michigan Ave.
Chicago, Il. 60611 |
NY: (212) 916-8900
Chi: (312) 951-4400 |
| |
The Lifestyle Market Analyst
(Annual) |
Local Libraries.
Or write at:
SRDS
1700 Higgins Rd,
Des Plaines, Il. 60018-5605 |
(847) 375-5005b |
| |
Gallop Organization
Gallop frequently posts the results of various surveys on its web page. |
Internet |
http://www.gallup.com |
Appendix B
Figure 5
Considerations in Audience Emotion
|
Emotion
|
Definition/Importance
|
| Interest |
Does my audience really care
about the topic? Can they be made to care, and if so, how?
Can they be made to care less, and if so, how? |
| Surprise |
Has a particular incident taken
the public unaware? Might they feel betrayed? How can I eliminate
the possibility that the audience might be surprised by our action/non-action? |
| Disgust |
Has an attitude of
public or segment dissatisfaction been expressed? Has our record
been consistent, has it fomented trust or skepticism? Have we angered
our constituents, and if so how can it be ameliorated? |
| Skepticism |
| Anger |
| Guilt |
Does a particular incident cry
out for institutional or public accountability? If so, can addressing
the issue of “guilt,” positively or negatively, increase my ability to
achieve a strategic communications objective? |
| Fear |
Is the public afraid of the military
Leviathan? Are we sufficiently sensitive and open to the public?
Can we better communicate our human-ness and humaneness? |
| Sadness |
Is there a shared sense of loss/tragedy
with respect to certain events? |
| Shame |
(See
guilt) |
| Drives |
What are the motivations of the
military institution as compared to the motives of the civilian community
at large? How can we reconcile them? |
Adapted
from Scott and O'Hair (1989)
Appendix C
Figure 1
Pre-Survey to Determine Validity of
Models and Resource Tables
Tell Us Who You Are
1. Position: _____PAO
_____Deputy PAO
_____PA NCO
_____Other
2. Service:
_____USAF _____Army
_____Marine Corps
_____Navy _____DoD
_____Coast Guard
3. Situation:
_____Home Station
_____Deployment
4. Location:
_____Conus
_____Overseas
Tell Us What You Think
Directions: This survey intends to measure the effectiveness of
current public affairs techniques as it relates to marketing command messages
to target audiences using media channels. Public affairs techniques
are defined as tools used to communicate messages to target audiences.
With this definition in mind, please respond to the following items.
The responses range from 1 (Strongly disagree) to 7 (Strongly agree).
When reading each statement, decide whether or not you agree or disagree
with it. For example, if you really disagree with an item, you may
want to circle “1” or “2”. If you really agree with the statement,
you may want to circle “6” or “7”. Please be as honest and as accurate
as possible in your responses.
1.I currently use
a public affairs technique to segment my target audience.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
2.Using demographics
(age, race, and gender…) to segment my market is insufficient.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
3.I do not use public
affairs techniques to target my audiences.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
4.The public affairs
techniques I use to reach my target audiences are effective.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
5.More information
about my target audiences will help me better communicate with them.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
6.I do not use marketing
segmentation techniques to communicate with my audiences.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
7.The public affairs
techniques I use to reach my target audiences do what I intend for them
to do.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
8.I am unable to effectively
reach my target audience based on the type of public affairs techniques
I use.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
9. Additional information about my audience will not help in targeting
them better.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
10. Information about my target audiences is readily available
and is not time consuming to retrieve.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
Appendix C
Figure 2
Post-Survey to Determine Validity of
Models and Resource Tables
Please Tell Us Who You Are
1. Position: _____PAO
_____Deputy PAO
_____PA NCO
_____Other
2. Service:
_____USAF _____Army
_____Marine Corps
_____Navy _____DoD
_____Coast Guard
3. Situation:
_____Home Station
_____Deployment
4. Location:
_____Conus
_____Overseas
Please Tell Us What You Think
Directions: This survey intends to measure whether the public affairs
tools provided assist public affairs practitioners in better targeting
their audiences to effectively communicate command messages. Tools
are defined as the demographic resource tables and market segmentation
matrix.
With this definition in mind, please respond to the following items.
The responses range from 1 (Strongly disagree) to 7 (Strongly agree).
When reading each statement, decide whether or not you agree or disagree
with it. For example, if you really disagree with an item, you may
want to circle “1” or “2”. If you really agree with the statement,
you may want to circle “6” or “7”. Please be as honest and as accurate
as possible in your responses.
1.The resource tables
helped me to better understand the audiences in my community.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
2.The resource tables
made it easy to find information about my target audiences.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
3.The market segmentation
matrix allows me to better channel messages to specific audiences.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
4.The resource tables
did not help me better understand the audience in my community.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
5.I would not recommend
the tools to other public affairs practitioners.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
6.The market segmentation
matrix did not help me to target messages to my audiences better.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
7.I was better able
to channel messages to the appropriate audiences after using both tools.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
8.The tools are difficult
to implement.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
9.The tools helped
me to free time to segment the audience in my community.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
10.The market segmentation
matrix did not help me channel messages to my audience more effectively.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
11.My marketing efforts
have increased as a result of using the tools.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
12.I would recommend
the tools to other public affairs practitioners.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
13.Using the right
channel with the right audience helped to disseminate my messages more
effectively.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
14.Using the tools
to target my audience was too time consuming.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
15.I would use the
tools in the future to segment other target markets.
1
2
3
4
5
6
7
Strongly
Strongly
Disagree
Agree
Figure 3
Functional Explanation
of Survey Questions
Pre-test
Question Measure Breakdown
Whether PA techniques are used: 1, 3, 6
Effectiveness level of current PA techniques:
2, 4, 7, 8
Need for information: 5, 9, 10
Post-test
Question Measure Breakdown
Effectiveness level of Resources: 1,
2, 4, 11, 13
Effectiveness level of Matrix: 3, 6,
10, 11, 13
Satisfaction level of using tools: 5, 12,
15
Ease of using tools: 7, 8, 9, 14
|