P R 309 Study Guide - Final Guide: No Air, Zip Code, Web Traffic
Document Summary
Cannot pinpoint specific parts of brain engaged. Early in our understanding of how the brain responds to stimuli. Fmri data presents great opportunity for advertisers to better understand how the brain makes connections during brand exposure. Strategy of identifying groups of people with certain shared needs and characteristics and aggregating these groups into larger segments. Each segment can be targeted because the segments are created to minimize inherent differences between respondents within each segment and maximize differences between each segment. It is easier to address the needs of smaller groups of customers if they have many characteristics in common (e. g. seek the same benefits, same age, gender, etc. ) Identify underserved or unserved markets: not paying enough attention or not serving. More efficient use of resources by focusing on the best segments. Segmentation can help you avoid sending the wrong message or sending your message to the wrong people. Strategy that focuses on only one segment of a larger market.
