Advertising And Promotion Essay Samples

Marketers use demographics to segment customer groups. The demographics used as market determinants include factors including gender, age, family, marital status, place, religion, ethnic background, profession, etc. of individuals. On the other hand, targeted audience is also divided in terms of behavioral segmentation. It is more likely to include the characteristics of consumer’s personality. For instance, some of the examples include value, trait, attitudes etc.
It is effective for the marketers to make sure that they segmented their target audience on the basis of demographics and psychographics. With the help of demographics, marketers are easily able to find out the consumers who are more likely to buy the products. It will surely be dependent based upon the tangible characteristics of the consumers. In the similar manner, psychographic allow understanding regarding the physical features that would impact the buying behavior of the consumers when it comes to respective products and services. It is suggested that marketers are able to understand the psychographics in order to get away with any competition. It is noted that the psychographics not only allow complete evaluation of the market but also the in-depth prediction concerning changing market trend.
In addition, marketers tend to conduct market research when it comes to understanding global marketing trends. It is concluded that the global market is effective in every possible manner. It means that the message is spread widely with uniformity (Kotler & Armstrong, 2013; Wells, 1975).

The examples of effective advertising campaigns that are executed on psychographic segmentation are as follows:

Marlboro - Marlboro’s brand image is consistently conveyed through various elements of the communications mix. The brand is packaged with a guarantee of using sold material that is crush proof. Philip Morris has a magazine under its sleeve named unlimited which is being circulated through mail system. The recipients of the magazine mail are people in the firm’s database. The main theme of the magazine is dependent upon the outlook of the brand i,,e the clothing line of Marlboro is for rough and tough activities. The line entitled, “Marlboro Unlimited Gear” includes gas grills, bags and watches that are especially designed for adventurous people.
In addition, the example of Nike suits best for understanding the marketing criterion. Nike is all about modern way of style and fashion. The colors and the sporty touch in the design has made the brand tremendous. The marketing of Nike brand is done by employing the tagline “Just do it”. The tagline is quiet clear that the brand is directed towards daring men and women. It will not be incorrect to state that the brand tends to reach out to the population of inner-city and suburbs.
Apple is more than a brand; it is a lifestyle and it has been the most consistent player psychographic segmentation, which appeals to a person’s personality, interests, moods, and social life as well. Apple iPod nano-chromatic commercials have transformed into a mini party for the consumers.
Adidas are also working on psychographic segmentation. It uses motivational quotes and motivation towards fitness and remind the importance of fitness in a calm way like, “Training for success: in today’s tech-filled world, it is nice to be reminded of your physical possibilities”.
In addition, Ponds age miracle ad campaign focuses on psychographics of women who are confident decision makers, love to socialize, who are independent go outdoors and enjoy life liberally. However, such women’s age is increasing and their skin is also getting older. Pond’s age miracle impacts women’s psychologically and opt for changing their behavior to use this product and feel young and confident.

Reference List

Kotler, P., & Armstrong, G. (2013). Principles of marketing (15th ed.). Englewood: Prentice Hall.
Kotler, P., & Armstrong, G. (2013). Principles of marketing (15th ed.). Englewood: Prentice Hall.
Wells, W. D. (1975 йил May). Psychographics: A Critical Review. Journal of Marketing Research, 12(2), 196-213.