Question

There are many ways to decide how to divide advertising groups. Provide a list of three different methods. If you had a product such as a beach ball, what considerations would you make when determining how you were going to divide your ad groups? Please explain in detail.

Answer 1

Advertising grouping or segmentation helps the marketing team to reach out a target suctomer group and as a result helps the marketing people to get the most valued return from the marketing budget they spend.

There are various ways to segment or group the customers for marketing.Three methods are listed below

1. Geographic segmentatation
2. Demographic segmentation
3. Psychographic segmentation

I will explain all the three in detail according to the question asked to represent the advertising or marketing situation of a Beach Ball

Beach ball are meant for beach games or water games and it is not a professional sport ball.It is popular in water sports and beach loving peopleTo market this type of product we have to target the specific customer zone which will give a better ROI(retutn on investement) in marketing.

Geographic segmentation/grouping

• This type of segmentation divides the market according to the geographical properties of the market.When we consider a product like Beach ball we have to focus our marketing in that area where there are more water bodies present.If there are lot of beaches , pools and other water sporting arenas present in an area we can market or advertise our product easily and which will give a greater return value.We simply cant focus our advertising in a deserted area where there are no water bodies present.According to the geographical structure of an area we need to focus our marketing.

Demographic Segmentation

• This type of segmentation divides the market according to demographic variables like age, gender, marital status, race, religion etc. This is one of the most common practice of segmentation.When we consider our product Beach Ball we have to consider the age group using this ball.Generally kids and youth play this type of ball games adn we need to target those age group more obviously and not the higher age groups.While we go by occupation, the students of high school and colleges will obviously show an interest for the Beach Ball as they are more keen towards sports and not the corporate or working class people. This will help to stretch our earnings.

Psychgraphic Segmentation

• This type of segmentation divides the groups according to there personality and lifestyle.We should focus our advertising campaign to those people who are frequent travellers i.e. they love to travel to beach and who plays this type of sport regularly.We simply should not consider a group which never goes for sporting events or beach or never play water sports .We should consider lifestyle of people also while doins such ad campaigns.We need not focus that group whose life style doesn't match our requirement.