By dividing the market into segments we are able to focus our campaigns on the subset of prospects that are "most likely" purchase the offering. We target our campaigns to groups based on many variables. Advertising's concept of targeting has almost always been focused on content type, backed by reader and viewer demographics…essentially getting the right message in front of the right person.

If we think about the market as one large formula with millions of variables, we find more and more variables that help us to target our campaigns. We use different approaches, starting from traditional variables such as age, ethnicity, geography to more complicated variables such as behavior.

Basic Market Segments are:

» Geographic segmentation is based on regional variables such as region, climate, population density, and population growth rate.

» Demographic segmentation is based on variables such as age, gender, ethnicity, education, occupation, income, and family status.

» Psychographic segmentation is based on variables such as values, attitudes, and lifestyle.

» Behavioral segmentation is based on variables such as usage rate and patterns, price sensitivity, brand loyalty, and benefits sought.

From a creative perspective, a big part of our job is to develop advertising messages that stand out from their environment. We move a message to a place where it's not as likely to compete with other messages all circling around the same general subject matter