Customer Profiles and Segmentation: A Survey

A marketer can make use of this information for: Constructing a sales promotional technique Constructing or deciding on a customer approach system and medium Framing the marketing campaign design Understanding the differences in profile of the target audience to recognize, communicate and deliver customized offerings based on consumer behavior and buying process. The creative campaign was aimed at attracting the attention of the target audience by extending the campaign towards school and college student programs (smoking- demographic), people with risk-taking lifestyle (psychographics) and the people who are

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR
Q. What are the similarities or differences with different (or same) profiles?
The customer profiles are categorized based on various bases, demographic,
psychographic, geographic and behavioral. The customer or segment profiles are completely
different but may have similarities based on the common based on stimuli response. On the
other hand, the profiles of the customers may have differences under the same profile or
profile descriptor. For instance, under the profile of gender in the demographic segment, the
response mechanism of male and female customers, a female customer is witnessed to prefer
a journey for making a purchase decision, whereas men mostly prefer to fulfill a mission.
Male customers usually prefer faster service delivery and are loyal to a brand whereas female
profiles are loyal to the quality of service offerings.
Q. How could a marketer make use of this information?
A marketer can make use this information for:
 Constructing a sales promotional technique
 Constructing or deciding on a customer approach system and medium
 Framing the marketing campaign design
 Understanding the differences in profile to recognize, communicate and deliver
customized offerings based on consumer behavior and buying process.

2CONSUMER BEHAVIOUR
1. Who is the target market(s) for the ad? [Be specific and descriptive, i.e. not just
“smokers”. Use demographic and/or psychographic profile descriptors]
The ad was constructed with the aim of engaging the attention and spread awareness about the
aspect of rail safety. The ad campaign also aimed at stimulating buzz by sharing a serious message
through an entertainment medium and tone. The Public service message was targeted towards
children, teenagers, and adults. The age group that was targeted by the campaign is school students
exposed to online content, 10-17, university students, college-goers and working-class, 18-29 (age
group). The target market for this ad campaign can be categorized on the basis of the demographic
and psychographic segment. The ad targeted young people (age- demographic) by extending the
campaign towards school and college student programs (occupation- demographic), people with risk-
taking lifestyle (psychographics) and the people who are both introvert and extrovert but assumes they
are correct in all instances (personality traits- psychographic). The target audience was metro trains,
Melbourne for improving the actual condition of poor safety for travelers as these minimum
improvements can save a 'dumb reason for dying' (YouTube.com 2020). The target audience
primarily selected is youth and younger kids, who things public awareness topics to be boring. The
main challenge of the message was to not only engage the audience with the content but to establish a
positive and lasting memory of the actual message, that needs to be present consciously or
unconsciously amongst the audience for a safer approach towards daily routines rather than acting
'dumb'.
2. What behavior is being targeted? [Think carefully. E.g. it may not just be "quit
smoking". Look for any call to action in the ads]
The advertisement campaign was not only concentrated at directly communicating the core
and significant message of 'being safe at the metro stations or in general in life' but it directed the
focus on creating a positive or relatable approach of tapping the behavioral elements of the target
audience. The primary target audiences are the youth or youngsters, who reflect the behavior of
assuming these topics as boring or insignificant to have communicated, as according to them, these

3CONSUMER BEHAVIOUR
topics can be self-understood. The humor, fun, and wit in the communicating content allowed the
campaign to attract and engage the target audience towards its interesting graphics and music. The ad
campaign, 'Dumb Ways to Die' can be assumed to be only catchy, however, the ad also entails a
deeper connection for tapping into the positive emotion and behavioral approach of the target
audience (Nolder and Kadous 2018). The behavior of the target audience, which is being targeted
by public safety, is generally included in the sense of being 'bulletproof' or 'unstoppable', which is
certainly not practical. The risk-taking behavior of the target audience has been targeted by the
content of the advertisement campaign. The ad campaign addresses the behavior of 'carelessness',
which cannot only lead to unstoppable negative consequences but primarily will reflect 'one's
dumbness' (Schwartz and Ariely 2016). Moreover, the young population or youth may not care or
think about the outcome of being hurt but always understands or care for the consequence of 'being
called dumb', because no one wants to be dumb amongst the peer groups and family by adopting an
unexpected step of being hurt or killed. Moreover, the ad campaign also reflects the hidden concept of
creating a safer working environment for the metro train staff.
3. What elements of the advertising creative do you think are being used and how?
The advertising campaign was targeted towards the younger population and extended
to kids' educational programs. The creative advertising elements in the content solely aimed
at attracting the attention, positive emotion and behavior of the younger population. The
public safety campaign surely included dark consequences of the evidence reflected in the
content but was disguised effectively by charming and catchy animated characters (Algie and
Mead 2019). The creative elements used in the advertising campaign were humor, wit, and
connection building content. The ad started with the opening stage of questions, as the
concept was unknown and not expected from an animated ad (Kwon 2016). In the second
phase, the questions are answered by the promptness of people in taking action towards
safety. The third phase reflects relatable content by chorus music and rhyming lines. The
creative element of building a connection with the audience was facilitated by strategically
placing the information about train safety at almost the end of the message, 2.20 minutes in

4CONSUMER BEHAVIOUR
the three-minute video. Around 75 percent of the time was spent on building connections
with the audience. Another creative element, which is humor, was placed with serious data
and information about the safety and risks of accidents. In the advertisement campaign, the
creative elements can also be categorized based on the features, which are originality; the ad
was as original as possible because a serious public safety ad has never been depicted
creatively.
4. Do you think it is an effective ad? Why/why not? [NB: Use attitude theory in your
response wherever possible]
I believe the advertisement campaign was very successful as it was successful in
communicating the main message by building a connection from the very first clip of the
video. The ad campaign was not only viewed by millions of audiences on social media
platforms but was also used as a safety program resource for the school students. More
significantly, the ad campaign established a positive emotion amongst people and thereby
resulting in the reduction of 21 percent reduction of train station accidents. This ad campaign
has also inspired other regional and public safety campaigns. The three-minute animated
video has proven a sharp message of 'dumb or risky behavior'. The effects of the ad campaign
can be understood by the attitude theory, which studies people's ability to evaluate. The ad
started with a questionable meaning, then slowly proceeded towards different dumb or
careless practices, which can lead to negative consequences, but at last, the catchy animated
serious message ended with a positive note of what should not be done to save a dumb move
of getting hurt. The effect was successful as it stimulated a positive attitude amongst the
audience.

5CONSUMER BEHAVIOUR
References:
Algie, J. and Mead, N., 2019. Fun Ways to Engage with Rail Safety Through the Dumb Ways
to Die Social Marketing Campaign. In Social Marketing in Action (pp. 93-110). Springer,
Cham.
Kwon, S., 2016. Analysis on Signification of Actant for Representation in Dumb Ways to
Die-as the Centre Semiotic Analysis of AJ Greimas. Journal of Korea Multimedia
Society, 19(6), pp.1095-1105.
Nolder, C.J. and Kadous, K., 2018. Grounding the professional skepticism construct in
mindset and attitude theory: A way forward. Accounting, Organizations and Society, 67,
pp.1-14.
Schwartz, J.A. and Ariely, D., 2016. Life Is a Battlefield. The Independent Review, 20(3),
pp.377-382.
YouTube.com 2020. YouTube. Dumb Ways to Die. [online] Available at:
https://www.youtube.com/watch?v=IJNR2EpS0jw