The affinity index is an indicator that is used to compare the performance of different communication vehicles with respect to a specific target group.
In practice, it involves selecting the best performance of one vehicle over others in relation to the sociodemographic profile of the target group (the population residing in a certain territory) and psychographic profile (consumers classified based on interests, values, characteristics, etc).
Therefore, it can be defined as the ratio between the percentage of a vehicle's performance and the percentage of the reference population that purchases within the same market segment.
How to calculate the affinity index
The affinity index is calculated by taking the ratio between two different percentages that operate in the same market.
Therefore, one measures:
- Market penetration percentage on a specific target group;
- Percentage of the total reference population;
- The result of the affinity index.
Example: reading penetration: 5% on the female population, 6.5% on the target group of women aged 20-30 years.
Result: the affinity index for the target is equal to 130.
The calculation is: (6.5/5*100).
The purpose of this new strategy is to provide arguments that lead the customer to take an interest in a particular advertisement.
In the affinity index, the social bond of individuals with certain reference groups is identified to place the advertising message effectively.
Affinity Marketing Strategies
The affinity marketing process identifies one or more individuals who influence the opinions of others within a group.
Therefore, communication starts from the person who influences the others, which means that they are the ideal person to spread the advertising message because they already have a relevant position within the group and enjoy high credibility.
It makes use of promotional techniques different from others, relying on a sort of "group leader" who can influence the entire niche of that target group.
Affinity Groups
To implement an effective Affinity Marketing strategy, it is important to have at your disposal, during planning, all available categories:
- Affinity groups based on interests or social activities that the target group has in common during their free time;
Understanding which affinity group to work on is important for establishing your target audience to have a successful advertising campaign.
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