1) I was surprised when the author touched on the different psychographic types that advertisements with generally use and how they are often representations of real peoples life styles, actions, and perceptions on life.
2) I still don't really understand why demographic segmentation isn't still beneficial as well. It seems as though factors such as age, income, gender, etc would still play a large role in a buyer's decision making process.
3) Questions to author - How do people test the success of one segmentation application vs. another (demographic vs non-demographic)? How does this increased knowledge help producers/business in their selling processes?
4) I think the author was inaccurate in some of his generalizations regarding segmentation and its affect on advertising and marketing to a variety of consumers.
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