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The “Communication Process” video lectures this week cover a number of different models of the process by which advertising “works”–or in other words, how advertising affects consumers. These models include the Hierarchy of Effects model, the Social Consumer Decision Journey, the Cognitive Response Model, the Elaboration Likelihood Model, and the Fishbein Attitude Model.
This week I’m going to teach you how to develop an audience analysis and market segmentation with ChatGPT / Gemini. This should give you a great start to analyzing your audience. However, it may not include everything. Feel free to create your own prompts to dig deeper if necessary!WARNING: AI is a first step, not the end all solution. It is your responsibility to verify information and sources. You will need the PAID VERSION of ChatGPT for internet searches.
Prep the Chat:
First Step, pick a company that no longer exists
Initial Prompt: “I am working on a project for my advertising management class and were are conduction research for a brand that has lost significant market share or disappeared. The brand I am doing my project on is [BRAND]. I am going to ask you a series of questions to help me understand who the audience would be for a potential new [PRODUCT] by [BRAND] in 2024 (see new production description below) and create segmentation strategies to help develop the advertising campaign. Are you ready?
[REPLACE THIS TEXT WITH A DESCRIPTION OF THE PRODUCT YOU WANT TO CREATE]
[BRAND] = Type Brand Name
[PRODUCT] = Product Name
[INDUSTRY] = Type Industry Name
Part 1: Product Selection and Initial Exploration
Prompt 1: “Provide a brief overview of [Industry] and current trends in the market in 2024. Search the internet to verify your information and provide a source.”
Prompt 2: “What are the main competitors of [BRAND / PRODUCT] in 2024 and what are their unique selling propositions? Search the internet to verify your information and provide a source. Structure your answer in bullet points. ”
Part 2: Understanding Market Segmentation
Prep the Chat:
Prompt 3: “Next we are going to discuss various market segmentation strategies. For our purposes we are only going to target the American market. Are you ready for my instructions?”
Prompt 4: “Identify potential demographic segments for [BRAND / PRODUCT]. Structure your answer in bullet points for each of these segments; age, gender, marital status, family size, income, education, race, occupation, nationality, and/or religion. Search the internet to verify your information and provide a source.”
Prompt 5: “What are some psychographic characteristics relevant to [BRAND / PRODUCT]? Structure your answer in bullet points for each of these segments; beliefs, values, lifestyle, social status, activities, interests and opinions. Search the internet to verify your information and provide a source.”
Prompt 6: “Suggest geographic market segments where [BRAND / PRODUCT] might be popular. Structure your answer in bullet points for the top 10 geographic areas. Search the internet to verify your information and provide a source.”
Prompt 7: “Describe behavioral segments that might be interested in [BRAND / PRODUCT]. Use this webpage to understand the primary types of behavioral segmentation Hierarchy of Effects model, the Social Consumer Decision Journey, the Cognitive Response Model, the Elaboration Likelihood Model, and the Fishbein Attitude Model. Search the internet to verify your information and provide a source.”
Prompt 8: “Based on your analysis, what market segment will be the best target to revive the [BRAND / PRODUCT]?”
Part 3: In-depth Audience Analysis
Prompt 9: “Analyze the needs and preferences of [identified segment] for [BRAND / PRODUCT]. Search the internet to verify your information and provide a source.”
Prompt 9: “What are the specific characteristics and purchasing behaviors of [identified segment]? Search the internet to verify your information and provide a source.”
Prompt 10: “How does [BRAND / PRODUCT] align with the values and lifestyle of [identified segment]? Search the internet to verify your information and provide a source.”
Part 4: Exploring the Marketing Mix
Prompt 11: “How can the product element of the 7 Ps be tailored to meet the needs of [identified segment]?”
Prompt 12: “Suggest pricing strategies for [BRAND / PRODUCT] that would appeal to [identified segment].”
Prompt 13: “Identify effective promotional channels and messages for [identified segment] regarding [BRAND / PRODUCT].”
Prompt 14: “Recommend distribution channels (place) suitable for reaching [identified segment] with [BRAND / PRODUCT].”
Prompt 15: “Discuss how people, processes, and physical evidence can be optimized for [BRAND/PRODUCT] to appeal to [CHOSEN SEGMENT].”
Assignment: 500-750 Words
Recap the major takeaways from the interaction with ChatGPT.
Evaluate and grade ChatGPT for how useful its responses were.
Share a link to your chat by clicking the arrow in the upper right corner.
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