SEGMENTING

Segmenting of Market

Segmenting of Market

Task - 1

Question # 1 Function & Objectives - Advertising

All companies, businesses and even individuals carry out their activities on the basis of advertising and marketing. The world today lives an intense competitiveness, it makes people search, innovate and seek alternatives to achieve success in business. It is difficult to overestimate the role of social advertising. Daily exposure to advertising on the billions of potential customers not only contributes to the formation of consumer preferences. Advertising is part of the social environment, which is involved in the development of certain standards of thought and social behaviour of the various segments of the population in each country and around the world (Andreasen, 2006, pp. 105).

Advertising and advertising tools in this case are extremely important, because if used properly are able to promote the company, making profits and visibility appear. Increasingly companies are looking to use these tools, because every customer expects product innovations, achievements and are looking for passionate living dreams (McStay, 2010, pp. 105). Advertising allows the following:

To be known and recognized by customers.

Stand out, especially when there is a lot of competition in an industry.

To inform and persuade customers and prospective customers unique advantages offered by the business.

Enter new markets.

To present the image of a single company, its products and its people.

Motivate staff of a company with a winning image.

To respond to the negative impact of an incident or action of competition.

To announce a special promotion.

AIDA

AIDA is a term used in marketing and advertising that explains a frequent list of events that may take place when consumers engage with an advertisement. This concept provides and helps the businesses to target a market in an efficient way (Kotler, 2003, pp. 461).

A - Attention (Awareness): Draw the attention of the customer.

I - Interest: Increase customer interest by demonstrating the benefits of products or services. D - Desire: Encourage customers and ensure them the products or services will fulfil their needs.

A - Action: Make customer towards taking action and purchasing.

Drip Marketing

Drip model is a communication strategy that sends or drips a pre-written set of messages to customers or prospects over time. The messages often obtain the shape of email marketing, though other sources can also be used. Drip marketing is different from other modes of marketing in two ways i.e. the timing of the messages track a pre-determined course and the messages are sent in a series applicable to a specific behaviour of the recipient (Wedel & Kamakura, 2000, pp. 179).

Question # 2 - Evolution in Advertising

Most of the advertising used to be on magazines, news-papers and on other forms of print media but it changed dramatically over the past few years. Social media marketing techniques came into existence with bundles of social media web-sites such as Facebook, twitter and LinkedIn (Andreasen, 2006, pp. 105). The sites provided businesses with a wide variety of advertising opportunities. Advertising on video screens is the ability to use your advertising space more ...