An important part of advertising is determining what and how to reach a particular group or target market segmentation. There are numerous ways to do this: demographics, psychographics, behavioral and geographic. - Essay Prowess

An important part of advertising is determining what and how to reach a particular group or target market segmentation. There are numerous ways to do this: demographics, psychographics, behavioral and geographic.

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An important part of advertising is determining what and how to reach a particular group or target market. There are numerous ways to do this: demographics, psychographics, behavioral and geographic.

An important part of advertising is determining what and how to reach a particular group or target market. There are numerous ways to do this: demographics, psychographics, behavioral and geographic.

Find an advertisement that seems to be directed toward a specific target market. Describe what you perceive to be the targeted market segment. Find two ads for each of the following segmentation variables:

A. Two demographic ads (an ad that is aimed at a particular age group, sex, income level, etc.)

B. Two geographic ads (aimed at a particular part of the country or climate.)

C.  Two ads that exemplify a behavioral characteristic (usage rate or benefit received.)

D. One psychographic ad (aimed at a lifestyle orientation.)

Explain in detail why each ad falls into the category that you have chosen. Make sure your responses reflect an adequate explanation of the segmentation variable. Two or three paragraphs per ad should be sufficient. Attach a copy of each ad to the assignment. This will ensure that your response is adequately detailed.

Answer preview 

A. Two demographic ads:

  • Ad 1: A skincare product targeted towards women in their 30s and 40s. This ad is aimed at a specific age group, as the product is marketed towards those who are starting to see the signs of aging and want to prevent or reduce wrinkles and fine lines.
  • Ad 2: A luxury car targeted towards men aged 35-50 with high income levels. This ad is aimed at a specific age group and income level, as the car is marketed as a status symbol for successful and affluent individuals.

B. Two geographic ads:

  • Ad 1: A vacation package targeted towards residents of the Northeast region of the United States. This ad is aimed at a particular part of the country, as the vacation package is marketed towards those who live in an area with a colder climate and want to escape to a warmer destination.
  • Ad 2: A water conservation campaign targeted towards residents of California. This ad is aimed at a particular part of the country, as the campaign is marketed towards those who live in an area prone to drought and want to conserve water.

C. Two ads that exemplify a behavioral characteristic:

  • Ad 1: A toothbrush targeted towards individuals who brush their teeth twice a day. This ad exemplifies a behavioral characteristic, as the toothbrush is marketed towards those who have a specific usage rate of brushing their teeth.
  • Ad 2: A gym membership targeted towards individuals who want to lose weight. This ad exemplifies a behavioral characteristic, as the gym membership is marketed towards those who want to achieve a specific benefit (weight loss) by exercising regularly.

D. One psychographic ad:

  • Ad: A luxury cruise targeted towards individuals who value exclusivity and luxury. This ad is aimed at a lifestyle orientation, as it is marketed towards individuals who want to experience a high-end vacation and are willing to pay a premium for it.

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