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ADV 561 January 13

ADV 561 January 13 - Adv 561 1/13 These notes accompany the...

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Adv 561 1/13 These notes accompany the Powerpoint slides that are given out at the beginning of class. Segment Bounding - If you have a segment, you have to figure out the difference between segment and another, so you can tailor products to them.. - Quarter Life Crisis – a term applied to the period of life immediately following the major changes of adolescence, usually ranging from the late teens to the early thirties. o Questioning themselves o Questioning accomplishments o Confronting their own mortality o Financially rooted stress o For more reference Wikipedia.org/wiki/Quarter-life_crisis - Facebook and twitters success have come from this “quarter-life crisis” because it solves/aids in some of the problems in communication Segment Viability - Ask the question: Is this a segment that you want to pursue? - Reachable – the more you know about the segment, the more attuned you are to being able to reach them Segment Strategies - The days of mass marketing is pretty much over o Maybe with coke.
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