Watch the video/recording of Central Media and answer the following questions:
2.1 How does Central Media Group assist their clients to move through the five steps of the decision-making process? Please provide a detailed explanation for your answer.
(5 x 1 = 5)
2.2 Which two (2) segmentation bases do OFM use? Explain the reason for your answers using the evidence the guest presenters provided.
2.1 Central Media Group assists their clients to move through the five steps of the decision-making process by providing them with a comprehensive media strategy that aligns with their business goals. They first help clients identify their objectives and target audience through market research and data analysis. By understanding their client's goals and target market, Central Media Group is able to create a tailored media plan that reaches the right audience with the right message at the right time.
Next, Central Media Group helps clients evaluate different media channels and platforms based on their target audience and goals. They provide insights and recommendations on which channels will be most effective in reaching the target audience and achieving the desired outcomes.
Once the media plan is implemented, Central Media Group continuously monitors and measures the performance of the campaigns to optimize them for better results. They use data analytics and reporting tools to track key performance indicators and provide clients with regular updates on the success of their campaigns.
Overall, Central Media Group actively supports their clients through each step of the decision-making process by offering strategic guidance, data-driven insights, and ongoing campaign optimization to ensure the best results.
2.2 OFM uses two segmentation bases: demographic segmentation and psychographic segmentation.
Demographic segmentation involves dividing the market based on quantifiable characteristics such as age, gender, income, education, etc. The guest presenters mention that OFM targets women aged 25-54 as their primary audience, which demonstrates their use of demographic segmentation. By focusing on this specific demographic, OFM can tailor their content and media strategy to appeal to the interests and preferences of women in this age group.
Psychographic segmentation, on the other hand, involves dividing the market based on lifestyle, values, beliefs, interests, etc. The guest presenters also mentioned that OFM targets individuals who are "upwardly mobile" and interested in self-improvement, which aligns with the principles of psychographic segmentation. By understanding the psychographic profiles of their target audience, OFM can create content and marketing strategies that resonate with their audience's values and interests, leading to more effective communication and engagement.