ADV 318J Study Guide - Quiz Guide: Mobile Game, Mobile Marketing, Baby Boomers
Document Summary
Market segmentation: dig into large groups of consumers; segments become pr/adv core audience. Audience segmentation: process of identifying a marketer"s best prospects on the basis of. Find the underlying problem or value system. Fedex and overnight service, problem with late deliveries, values reliability. Accessibility through media at a reasonable cost. Niche marketing: process of identifying a needs-segment and targeting a product for that segment. Probe to find or create new segments. Hp - consumers interested in value and quality as a slightly higher price. Dell - same features, cut prices by selling direct to consumer through advertising instead of retailers. Cheer: keeps colors bright, cleans in any temp. Bold: freshness that gets you going and yearns for more. Mass market: model sees everybody as a potential customer and tries to reach the widest possible audience for a product. Target marketing: smaller slice of consumers from the mass market who share the need for a product.
