Introduction
Advertisements are supposed to convince the targeted audience why they should buy the product that is being marketed. However, researchers have shown that some advertisements may in fact turn potential buyers away from the product. As such, advertisers have always insisted on marketers to group or segment their markets so as to be able to reach and advertise to a particular group at a time. A target market thus consists of a specific group of buyers whose needs, wants and wishes should be the focus of a company’s marketing effort. In this case we look at benefit segmentation targeting in marketing of a new line of women’s jeans. (Malcom, 2001)
Market Segmentation for Marketing of Women’s Denim Jeans
This case, as any other, requires identifying and analyzing a target market segmenting based on demographic, psychographic, geographic and behavioral factors, as Art Weinstein says in his book, market segmentation.
This is essential as demography determines the age, income, ethnic background, occupation, religion, race and social class of the wearer. With this in mind we shall be able to group our targets in order to have to have the maximum results of our marketing efforts. The income and occupation gives us a guide on how to price our jeans. In fact it is worth to mention that the first denim jeans were designed for mine workers as they are tough and durable given the working conditions in a mine. Other demographic factor dictates on how we should style our jeans in order to comply with religion or race of the wearer. (Malcom, 2001)
The psychographic part of it entails the lifestyle, interest, opinion and attitude of the wearer towards our product. The location of the wearer such as the state, climate, urban or rural and even product expectation will contribute on how the denim jeans will perform in the market. Such information will help us in making our advertisements reach and have some effect on our target markets.
Balance In Media Planning
Introduction
Media planning might be carried out by an organization that intends to market its products through the media by advertising. Frequency means how often the advertisements are executed. The reach determines the medium being used either electronic, print or any other form deemed appropriate that will deliver the message to the intended audience. We have also to consider the length of such a mission. These three attributes have to be balanced for optimum effect.
Reasons for Balance
Researchers have continually sought to find out the formula that makes advertising work. With the media being the most preferred method of advertising, there has always been a problem of congestion in the media houses thereby rendering them infamous as the sole purpose of media houses is entertainment, information and education. Companies and media houses have made a step in handling this issue through media scheduling which aims at striking a balance over the frequency, reach and continuity of such. Considerations have to be made henceforth.(Jack, 1996)
Both partners have to agree on the cost of each advertisement that is carried out. The coverage of the media is the major determinant of the pricing. The wider the coverage area of the media house, the higher the cost. Timing of the advert, Surveys have shown that television and radio houses charge very high rates for advertisements slotted to be aired in between news bulletins or popular programs. In case of programs there is also the considerations of the type of viewers the program attracts.(Helen, 2006). The airing of such should be well calculated to avoid annoying the audience or prevent it being considered a negative interruption. For example, we can’t advertise a Christmas offer in March.
Accessibility of the medium should also be considered as it is not all who can afford to buy a weekly or monthly magazine for example.
References
Jack Z. Sissors, (1996). Advertising media planning. New York: Prentice Hall.
Helen E. Katz, (2006). The media handbook: A complete guide to advertising media selection, planning, research and buying. New York: Lawrence Erlbaum Assoc Inc.
Art Weinstein (1997), Market Segmentation. London: O.U.P.
Malcom, M. (2001). Market segmentation: How to do it, how to profit from it. New York: D E Brell & co.