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.
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 comprehensive and personalized support at each stage.
Firstly, they help clients recognize the need for a marketing campaign by conducting thorough market research and analysis to identify opportunities and gaps in the market. They also assist in setting clear objectives and goals for the campaign to ensure alignment with the client's overall business strategy.
Secondly, Central Media Group helps clients gather relevant information and explore various options by providing them with data-driven insights and recommendations. This could include identifying target audience segments, selecting suitable media channels, and determining the most effective messaging strategies.
In the third stage of making a decision, Central Media Group facilitates the evaluation of different alternatives by presenting clients with detailed proposals, cost estimates, and expected return on investment. They also offer to conduct pilot tests or simulations to demonstrate the potential impact of the proposed marketing campaign.
Once a decision is made, Central Media Group assists clients in implementing the chosen strategy by coordinating the execution of the campaign, monitoring key performance indicators, and making necessary adjustments to optimize results.
Finally, Central Media Group supports clients in evaluating the outcomes of the marketing campaign by analyzing performance metrics, conducting post-campaign surveys or reviews, and providing recommendations for future improvements or adjustments.
Overall, Central Media Group's approach is tailored to guide clients through each step of the decision-making process, ensuring a strategic and successful marketing campaign that meets their specific needs and objectives.
2.2 OFM uses demographic and psychographic segmentation bases to target their audience.
The guest presenters mentioned that OFM focuses on demographic factors such as age, gender, and income level to identify specific audience segments that are most likely to engage with their radio station. They also highlighted the importance of psychographic segmentation, which involves understanding the values, lifestyles, and attitudes of their target audience to create relevant and appealing content.
Using demographic segmentation allows OFM to target specific groups of listeners based on their age or income, for example, while psychographic segmentation helps them tailor their programming and messaging to resonate with the attitudes and interests of their audience. By combining these segmentation bases, OFM can create a more personalized and engaging listening experience for their listeners, leading to increased loyalty and satisfaction.