ADV 3001 Lecture Notes - Lecture 90: Psychographic, Zip Code, Generation Z
19 Feb 2019
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Document Summary
Segmentation: one of the most important things in dealing with your target audience. An identi ed group that has shared characteristics: the better identi ed your audience is, the more e ective and nancially e cient your advertising is, a set of businesses or group of individuals with distinct, shared characteristics. Methods: demographics, psychographics. generations, geographic, geodemographics, bene ts, usage, by consumer groups: Reachable through media or marketing communications methods: by demographics: Seniors: up to 1951, by geographic areas: (used a lot for digital advertising) Many ways to cut geography country, state, city, county, zip code, etc: by geodemographics: Combines geographic, demographic and psychographic information: by bene t: (retail) Focuses on advantages received from product or service, rather than buyer: by usage: Identi es best or heavy users, average, light, etc. Most important things to do: de ne objective and target audience!
