Market ‘Seg~men~tat~ion’

Positive Advertising Experience in a Targeted Market Segment: Similar to my Lady GaGa “Something about my cool Pittsburgh guy….” example, describe a time when an advertising campaign did a compelling job appealing to you as a member of a targeted market segment. 

When I am watching a soccer game, adverts from primary soccer retailers like Nike and Adidas that highlight inspiring stories of athletes always strikes a chord with me. As a soccer player, and especially when I’m watching a game, I feel energized and these types of ads inspire me. I feel the adrenaline and excitement and relate to those feelings from when I was on the field. These targeted ads are very prevalent during big games and target young athletes like me. 

Negative Advertising Experience in a Targeted Market Segment: Similar to the creeped-out reaction I am having to the LenCrafters’ office sending me a fake optometry appointment notice for August 6, 2019 (which is actually an attempt to target me as a returning customer segment of the LensCrafters in Ross Park Mall), describe a time when an advertising campaign really missed the mark while trying to appeal to you as a member of a targeted market segment. 

When watching some television programs, ads for monster truck derbies would air when I was younger. They were always loud, obnoxious, and action-packed. I immediately felt overwhelmed with sensory overload and hated the noise. The aggressive narrator, blinding effects, and underwhelming clips always turned me away. I may have even enjoyed those shows, but the commercials made me hate even the ideas of them. 

Other Examples Like This?: Based on our review of market segmentation and your examples of positive and negative experiences in target market campaigns, how will you approach market segmentation in your future professional roles? 

In the future, I will approach market segmentation very tactically. I know how it feels to be attracted and repelled by an ad, so I want to generate as many positive results as possible with as few negatives. To do this, I would target a specific demographic with material that isn’t upsetting or uncomfortable for other demographics. This would reduce the amount of customers turned away by the ad while maintaining its effectiveness. Additional use of general appeal supplemented by specific appeal will also help the effect of the campaign.