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Advertising
and Promotion (MKT621)
VU
Lesson
43
WORKSHEETS
OVERVIEW
In
this lecture the students
will be guided by some sample
worksheetsrequire to know
the
requirementsfor
the advertisementcampaign
for a product / service.
BENEFIT LIST:
BENEFITLIST
Listyour
benefits below & put an asterisk by 2
or 3 most importantbenefits.
Verify most
importantbenefits
by talking to few people who
are not associatedwith
your business &
employees.Isolate
that key benefit.Mark
with an
exclamationmark.
MY
PRODUCT SERVICE HAS
THEFOLLOWING
BENEFITS:
1
............................................................................................................................
2
............................................................................................................................
3
............................................................................................................................
4
............................................................................................................................
5
............................................................................................................................
6
............................................................................................................................
7
............................................................................................................................
8
............................................................................................................................
DEMOGRAPHICS
OF YOUR TARGET:
Fill
in any characteristics
thatare important to
yourtarget's relationship to
you or your product.
Any
which is unimportant leave it
blank.
1.
SEX(male
or female)
__________________________________________
2.
AGErange
(child, teen, youngadult,
middle age,senior)
_______________
3.
Cultural
or ethnic group
__________________________________________
4.
Maritalstatus
_______________________________________________
5.
Householdstatus
_______________________________________________
6.
Occupationtype
(white collar, bluecollar,
sales, service,student,
business
owner,retired)
____________________________________________________
7.
Homeowner
or renter
_________________________________________
8.
Incomerange
_______________________________________________
9.
Otherimportant
characteristics
____________________________________
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Advertising
and Promotion (MKT621)
VU
TARGET'S
MEDIA USAGE
Thisworksheet
will give you an insight
about your target audience and
their usage of media.
The
answers to be fill in the
blanksabout:
My
target uses:
TV
(yes/no) ............................... At
thesetimes /
day....................................
Radio(yes/no)
........................ At thesetimes /
day...........................................
Listall
radio stations yourtarget
listens to
..............................................................
Newspapers(yes/no).............................................................................................
Listnewspaper
you think yourtarget reads
(daily, weekly,local,
regional & national)
...............................................................................................................................
Magazines(yes/no)................................................................................................
Listmagazines
you think yourtarget reads
(local,regional &
national).................
Shoppers(yes/no)
........................ Misc.Media
(list)........................................
Whichmedia
is best to reach yourtarget?
List all butmark
those
outstanding......
...............................................................................................................................
YOUR
TARGET'S
PURCHASINGHABITS:
Thisworksheet
will determine thepurchasing
habit of thetarget
audience/markets.
Is
my target already buying my
product or service?
...............................................................................................................................
Is
he/she buying from me, a
competitor or both?
...............................................................................................................................
How
often my target is making a
purchase?
...............................................................................................................................
Is
that as often as it
canbe?
...............................................................................................................................
How
large a purchase is my
targetmaking from me each
day / week / month /
year?
...............................................................................................................................
What
is the Rupee amount of my
target's potential
daily/weekly /monthly /
yearly
purchase?
...............................................................................................................................
128
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Advertising
and Promotion (MKT621)
VU
BENEFITS
YOUR TARGET SEEKS:
Writedown
the benefits yourtarget
customer would like to
receive from yourbusiness
or
product.
................................................................................................................................
................................................................................................................................
................................................................................................................................
................................................................................................................................
................................................................................................................................
................................................................................................................................
YOUR
COMPETITOR
Fill
in following information
aboutyour most
importantcompetitor.
What
is the
competitivecategory?
................................................................................................................................
Who
is my chief competitor?
................................................................................................................................
What
is their product or
service?
................................................................................................................................
Whatare
strengths & weaknessescompared to my
product or service?
................................................................................................................................
Arethey
serving marketidentical to
mine or otherwise?
................................................................................................................................
If
different, how does
theirtarget audience differs
frommine?
................................................................................................................................
How
does their key
benefitdiffer from
mine?
................................................................................................................................
How
is their product or
servicepriced compared to
mine?
................................................................................................................................
How
is it priced compared to
others?
................................................................................................................................
Where
& how does my competitor
sellit?
................................................................................................................................
129
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Advertising
and Promotion (MKT621)
VU
YOUR
COMPETITION IN GENERAL:
In
the first blank,
classifycategory you compete
Thenuse rest of the
worksheet to identify
your
competition,the
key benefits theyoffer &
which is theirtarget
market.
MY
COMPETITIVE CATEGORY:
...........................
COMPETITION
KEY
BENEFIT
TARGET
.....................
.....................
.............
.....................
.....................
.............
.....................
.....................
.............
.....................
.....................
.............
130