2. The Fundamental Promotion - Targeting Targeting specific audiences can be considered the starting point for all promotion decisions. Targeting allows communicators to deliver their messages precisely and prevent wasted coverage on people outside the targeted audiences. The target audiences are refer to four sets of consumer characteristics, such as behaviorgraphic, psychographic, geodemographic and demographic.

3. The Fundamental Promotion - Targeting Behaviorgraphic Targeting This targeting is based on how people behave (with respect to a particular product category or class of related products), through: online search activity or past purchase behavior For example: you have maintained impeccable records on every customer’s purchases. The records show precisely when customer have purchased, what items they have selected and how much they have spent.

4. The Fundamental Promotion - Targeting Psychographic Targeting In general, psychographic is refer to information about consumer attitudes, values, motivations and lifestyles. For example: a psychographic study of sports utility vehicles (SUVs) would assess the types of activities owner of SUVs participate in (camping, fishing or sporting events) and measure their values and attitudes toward issues related to owning or not owning an SUV (how much they value on safety and environment).

5. The Fundamental Promotion - Targeting A second psychographic segmentation scheme is VALS (Values, Attitude and Life Styles). VALS are available for better understanding on consumers. There are 8 segments (groups) in the VALS framework: 1.Innovators; they are successful, sophisticated, take charge people with high self esteem. 2.Thinkers; are motivated by ideals. They are mature, satisfied, comfortable and reflective people who value order, knowledge and responsibility.

6. The Fundamental Promotion - Targeting 3.Believers; like thinkers, motivated by ideals. They are conservative, conventional people with beliefs based on traditional, established codes such as family, religion and community. 4.Achievers; motivated by desire for achievement, have goal oriented lifestyles and commitment to career and family. 5.Strivers; trendy and fun loving. They are motivated by achievement, concern on the opinions and approval of others.

7. The Fundamental Promotion - Targeting 6.Experiencers; self expression. As young, enthusiastic and impulsive consumers and quickly become enthusiastic about new possibilities but equally quick to cool. 7.Makers; similarly with experiencers, are motivated by self expression. They express themselves and experience the world by working on it 9building a house, raising children, fixing a car) and have enough skill and energy to carry out their projects successfully. 8.Survivors; live narrowly focused lives. They often believe the world changing too quickly. They are comfortable with the familiar and concerned with safety and security. They must focus on meeting needs rather than fulfilling desires and do not show a strong motivation.

8. The Fundamental Promotion - Targeting Geodemographic Targeting This is a combination of geography and demography, which describes this form of targeting. Geodemographic targeting is that people who reside in similar areas, such as neighborhoods or postal ZIP code zones and share demographic similarities. Knowing where people live also provides some information regarding their general marketplace behaviors.

9. The Fundamental Promotion - Targeting Demographic Targeting Three major demographic aspects that have considerable relevance for communication practitioners, as follows: 1.The age structure of population, for example: children and generation X (1961 – 1981) and Y (1982 – 1996) and also baby boomers (1946 – 1964). a.Children and Teenagers are Preschoolers, Elementary school age, Tweens (not quite kids nor yet teenagers) and Teenagers. b.Young Adults c.Middle Aged and Mature Consumers.

10. The Fundamental Promotion - Targeting 2.The changing household composition, (the increase in the number of single person households). a.A household represents an independent housing entity, either rental property or owned property. b.Household are growing in number, shrinking in size and changing character.

11. The Fundamental Promotion - Targeting 3.Ethnic population developments. The focus is necessarily, exclusively on characteristic of one particular country population, such as America. Three major ethnic groups in US are: African – Americans, Hispanic Americans, Asian – Americans. Indonesian: Java, Madura, Sumatra, Kalimantan, Sulawesi, Lesser Sunda Island, Moluccas, Papua

12. Thank you