P.T. Barnum Era (1875 1918) Shortly after the Civil War in the United States, marketers
began using modern advertising (ads that we would recognize as advertising).
Consumer Culture Was a way of life centered on consumption. This culture took place
The Seventies (1973 1980) Advertising retreated in to the tried-and-true styles of advertising
like eras before. Advertisers of this era presented women in new roles and included people of
The consumer began to think of one self more in a selfish
Segmenting by Geography Geographic segmentation may be conducted by country, region,
state, county, and town. The culture affects what the audience in that area may be interested in.
Geodemographic Segmentation Market segmentation that identifies
LO 2: IDENTIFYING TARGET SEGMENTS This is the first step in STP marketing.
Market Segmentation Involves breaking down large, heterogeneous markets into
more manageable homogeneous submarkets or customer segments.
o For a segment to be useful, advertiser
Positioning Strategies Effective positioning strategies are based on meaningful commitments
of organizational resources to produce substantive value for the target segment. They are
consistent internally over time, and feature simple and distinctive theme
1. Nonusers A market segment made up of consumers who do not use a
particular product or service. Has the lowest level of opportunity relative the
other three groups.
2. Brand-Loyal Users A market segment made up of consumers who
repeatedly buy the same b
LO 3: PRIORITIZING TARGET SEGMENTS The advertiser must get beyond this
potentially confusing mixture of segments to a selected subset that will become the target for its
marketing and advertising programs.
The most fundamental criterion in segment selec
Target Segment The subgroup (of the larger market) chosen as the focal point for the
marketing program and advertising campaign.
Positioning The process of designing and representing ones product or service so that
it will occupy a distinct and valued
LO 4: CONSUMER EMPOWERMENT (2000 PRESENT) Web 2.0, the second phase of
the E-Revolution, had made consumers more in charge than ever.
Consumer-Generated Content (CGC) Advertisements made partly or completely by
the products end users, typically with the
1. Post-Purchase Use and Evaluation The goal for marketers is not simply to
generate a sale, it must be to create satisfied and, ultimately, loyal customers.
Customer Satisfaction Good feelings that come from a favorable