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Advertising targeted at specific market segments is generally more effective than a shotgun advertising approach.  A market segment is defined as a group or sector within a heterogeneous market consisting of consumers or organizations with relatively homogeneous needs and wants; those within a market who will respond to a given set of marketing stimuli in a particular way.

There are firms in the advertising industry  that sell advertising space for publications, radio, television, and the Internet There are other firms that develop creative for advertising, design public display ads for use in shopping malls, on billboards, or in similar media; and develop direct mail advertising campaigns. 

In the last number of years many companies have focused their attention on utilizing the Internet to target  advertising  to specific market segments.  Internet marketing has a number  of essential types of internet promotion (listed above) that focuses on advertising targeted to market segments.  

You have to remember that the purpose of advertising is to make potential buyers aware of products or services – and to get them to act! That act may be inquiring for more information, calling for an appointment, coming by your store or sending an e-commerce order. 

Thoughtful  utilization of the advertising targeted  strategies increases your success rate and can lower your overall costs.

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Last modified: November 21, 2007