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Norint komunikuoti tikslingai, reikia atsakyti į tris pagrindinius klausimus:

1. Koks kampanijos tikslas? Galimi įvariūs atsakymų variantai, pvz.:

a) Didinti esamų klientų lojalumą, paskatinti pirkimų dažnumą, praplėsti pirkinių krepšelį;

b) Plėsti vartotojų ratą, diferenciuoti produktus;

c) Ar tiesiog išleisti praeitų metų gruodį patvirtintą marketingo biudžetą…

Kampanijos tikslų išsikėlimas – pirmas žingsnis teisingo TG nustatymui. Šiame etape galima kelti skirtingus tiek verslo, tiek marketingo ar media tikslus, kurie galų gale susiveda į komunikacijos tikslą.

2. Kam skirta komunikacijos žinutė? Priklausomai nuo atsakymo į pirmą klausimą, natūraliai kyla atsakymas į šį. Viena dažniausiai media agentūroje pastebimų klaidų – esamo vartotojo portreto ir tikslinės auditorijos sutapatinimas. Jei įmonės gaminamą paštetą “Krizės paštetas” perka pensininkai, dar nereiškia, jog ir paštetą “Elegancija” būtina komunikuoti jiems. Gal kaip tik svarbu plėsti kategorijos populiarumą ir inicijuoti “Pašteto valgytojų judėjimą”, taikant į socialiai aktyvią studentų kategoriją?

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3. Ar griežtos tikslinės auditorijos ribos? Ne veltui kai kurie prakutę marketingo specialistai TG skirsto į Core TG ir Wider TG. Kas VU komunikacijos pavasarį TG? Absolventai. O kas dar? Galbūt ir absolventų tėvai, kurie vienaip ar kitaip gali

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pakreipti savo investicijas į vaikų išsilavinimą. Tad paprastas klausimas, galima rinktis tik vieną atsakymą. Kas yra VU komunikacijos TG prieš studentų priėmimus?

1) Absolventai ir

jų tėvai.

2) Pagrindinis TG: absolventai, platesnis TG: jų tėvai.

Aš renkuosi antą variantą. Kodėl? Todėl kad ne tik demografiškai, bet ir šie TG itin skirtingi. Ne tik media kanalai, bet ir komunikacijos žinutės atspalviai bus skirtingi.

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