ADV 305 Lecture Notes - Lecture 10: Zip Code
Document Summary
Large enough to be financially viable to target with a separate marketing campaign: should be worth the investment. Reachable through some type of media or marketing communications method i. e. if these people don"t have tvs or social media if they can"t get the message, then no point making the message for them. **there are several methods in which a market segment may be defined. Generations: people"s opinions, beliefs, emotions, values, gen ex, war generation, baby boomers, millennials, etc. Geodemographic: combines zip code and demographics i. e. women who live in 75023. Segmentation based on attitudes, aspirations, values, other psychological criteria. Help advertisers know why people buy what they buy when combined with demographic variables. Vals: divides consumers into personality segments based on aio measures, helps advertisers better target consumers and predict their purchase behaviors, different vals segments, innovators, thinkers, achievers, experiences, believers, strivers, makers, survivors. Segments markets by age and their aio measures.
