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Segmenting & Targetting for Obama campaign

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Rashmi Athlekar
Rashmi Athlekar
News & Politik
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Rashmi Athlekar PGPCMX, MICA,India Strategic Review of Obama's Segmenting & Targetting Strategies
Segmentation Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Demographic- Age ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demographic- Gender
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demographic- Race
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demographic- Ethnicity
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demographic- Others
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Demographic- Others
[object Object],[object Object],Demographic- Others
[object Object],Geographic- state-wise
Behavioral ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Successful targetting: Obama’s main segment was ‘Youth’ & he knew how to reach the 21st century American. He used the latest technology (internet) to opening up the market to new clients as well as stimulating interest in existing ones . 
Targetting : Youth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targetting: Specific Communities ,[object Object],[object Object],[object Object],[object Object]
Targetting: Locally ,[object Object],[object Object]
Snapshot of TG
Media spend Source: www.opensecrets.org Internet spends were the lowest compared to traditional media, but earned maximum mileage $339779570 Total $214,001 Media Consultants $5,567,817 Miscellaneous Media $14,037,426 Internet Media $15,339,279 Print Media $304,621,047 Broadcast Media
Summary ,[object Object],[object Object]
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]

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Segmenting & Targetting for Obama campaign

  • 1. Rashmi Athlekar PGPCMX, MICA,India Strategic Review of Obama's Segmenting & Targetting Strategies
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  • 17. Media spend Source: www.opensecrets.org Internet spends were the lowest compared to traditional media, but earned maximum mileage $339779570 Total $214,001 Media Consultants $5,567,817 Miscellaneous Media $14,037,426 Internet Media $15,339,279 Print Media $304,621,047 Broadcast Media
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