In TV campaign planning using the Ehrenberg Bass approach, which purchaser type is the primary target for growth?

In TV campaign planning using the Ehrenberg Bass approach, which purchaser type is the primary target for growth?

• A. All Category Purchasers
• B. Only Heavy Category Purchasers
• C. Non-purchasers
• D. People who are aware of the product, but have not yet purchased it.

Answer: (A)

In Ehrenberg-Bass thinking, growth comes from expanding the number of people who buy the category, not just from deeper loyalty within a small group. Targeting all category purchasers means you’re aiming to reach the broad set of people who buy the category, including those who buy less often and may be persuaded to buy more or switch to your brand, as well as current category users who can be reminded and reinforced to choose your brand. This broad reach increases mental availability and expands penetration, which is where most growth comes from. Focusing only on heavy category purchasers misses opportunities to recruit new category buyers or convert light buyers to more frequent purchases. Targeting people who are aware but haven’t yet purchased addresses some conversion, but it doesn’t cover the whole category audience you need to impact. In short, the strongest growth lever in this approach is broad, category-wide reach to all who buy the category, not a narrow subset.

In Ehrenberg-Bass thinking, growth comes from expanding the number of people who buy the category, not just from deeper loyalty within a small group. Targeting all category purchasers means you’re aiming to reach the broad set of people who buy the category, including those who buy less often and may be persuaded to buy more or switch to your brand, as well as current category users who can be reminded and reinforced to choose your brand. This broad reach increases mental availability and expands penetration, which is where most growth comes from.

Focusing only on heavy category purchasers misses opportunities to recruit new category buyers or convert light buyers to more frequent purchases. Targeting people who are aware but haven’t yet purchased addresses some conversion, but it doesn’t cover the whole category audience you need to impact. In short, the strongest growth lever in this approach is broad, category-wide reach to all who buy the category, not a narrow subset.