Marketing communications program for WAO Essay Example

and should have a minimum income of RM1500 (if employed). It is crucial that they have access to at least one media platform.

The secondary target market for WAO, also referred to as the target audiences, consists of the public and potential or existing corporate sponsors. This includes companies that have previously partnered with WAO or are interested in participating in promotional campaigns to achieve their own promotion objectives and goals. Typically, these corporations are governmental bodies or companies aiming to engage with their target market by means of goodwill or cause-related marketing. They may also be companies addressing environmental issues directly or indirectly in their products or services.

The aim of the WAO is to attain equal rights, eradicate discrimination, and advocate for gender equality for women. A positioning statement that may resonate with its primary target audience, women, could be "Respect, You Deserve It!"

A successful promotional campaign must appeal to both the primary target market and the secondary target audience. Therefore, the most appropriate positioning statement that can satisfy all target audiences is "Stop. Think. React!" This concise, attention-grabbing, memorable statement can effectively communicate with all target audiences through various marketing communications programs and promotional efforts.

WAO is recognized as a women's organization, so it is unnecessary to emphasize the obvious to secondary target audiences. We have chosen this positioning statement with the hope of making a powerful impact and challenging everyone to "Stop," pause and pay attention, "Think" about the plight of unfortunate women (victims), and "React" by making a meaningful change for women (or themselves) and the community.

4.0 Behavioral Sequence Model (BSM) for Primary Target Market

As stated by Rossiter and Percy (1997), a

behavioral sequence model (BSM) employs a grid format to identify the decision-making process of the primary target market in terms of (1) WHAT – the key stages before, during, and after purchase (or usage of service), (2) WHO – the individuals involved in the decision-making process and their roles, (3) WHERE – the locations where the decision stages occur, (4) WHEN – the timing of each stage, and (5) HOW – a brief description of how each stage is carried out. This BSM has been devised specifically for WAO's primary target market.