Learning library
Unit 1 · Advertising Fundamentals · Module 7 of 40
Market Segmentation for Advertising
Learning objective
Segment by demographic, geographic, psychographic and behavioural variables that change media choice.
Concept summary
Useful segments are measurable, substantial, reachable and responsive. For advertising, behaviour and need-state usually out-predict demographics; the test of a segment is whether it changes the message or the media plan.
Application task
Propose three segments for one product and state how the media plan differs for each.