1.1 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.
1. Central Media Group assists their clients in moving through the five steps of the decision-making process by providing targeted and relevant advertising strategies and solutions.
1. The first step is problem recognition, where the client identifies a need or problem that needs to be addressed. Central Media Group helps clients identify their target audience and understand their needs and preferences through market research and data analysis.
2. The second step is information search, where the client researches and gathers information about potential solutions. Central Media Group provides clients with access to various media channels, such as radio, television, and digital platforms, to reach their target audience and convey their message effectively.
3. The third step is evaluation of alternatives, where the client compares different solutions and evaluates their options. Central Media Group offers diverse advertising options and strategies to help clients assess and choose the most suitable approach for their specific goals and target audience.
4. The fourth step is purchase decision, where the client makes the final decision to purchase the chosen solution. Central Media Group assists clients in implementing their chosen advertising strategy and tracking the results to measure the effectiveness of the campaign.
5. The fifth step is post-purchase behavior, where the client evaluates their decision and potentially engages in repeat business with Central Media Group based on the success of their previous campaigns. Central Media Group provides ongoing support and analytics to help clients optimize their advertising efforts and achieve their marketing objectives.
2. OFM uses geographic segmentation and psychographic segmentation as their two segmentation bases. The guest presenters discussed how OFM targets specific geographic regions (such as Free State, Northern Cape, and North West provinces) to reach their desired audience effectively. This helps OFM tailor their advertising messages to suit the cultural and regional preferences of their target market.
Additionally, the guest presenters highlighted how OFM utilizes psychographic segmentation by understanding the lifestyles, interests, and values of their target audience to create content and advertising campaigns that resonate with them. This approach allows OFM to connect with their audience on a deeper level and build stronger relationships with their listeners.