________ enables senders to separate consumers with similar characteristics and response styles into different groups so they can create specific messages for each target group and to run the messages in specific media that are seen, heard, or read by the relevant target group.
A) Perception
B) A universal appeal
C) Mass marketing
D) Exposure
E) Segmentation

Question

Quizplus · Accepted Answer

Segmentation is the process of dividing a large, heterogeneous market into more homogeneous groups of consumers with similar needs, wants, or characteristics. By segmenting the market, marketers can create targeted messages and advertising campaigns that are more effective in reaching and convincing specific groups of consumers. This approach is more cost-effective than mass marketing or a universal appeal, which aim to reach a broad audience with a generic message. Perception and exposure are related to how consumers process and perceive advertising messages, but they are not directly related to the segmentation process.

________ Enables Senders to Separate Consumers with Similar Characteristics and Response