Week 5 Reflection

I also found this weeks discussion on segmentation interesting. I had always thought that marketing companies had used demographic information to target different audiences, but never really thought about how they did this. It is interesting this idea of zip-code segmentation, but also as we discussed in class the segmentation based on lifestyle, behavior, media use and so on. I thought it was really helpful for understanding to review the “Dimensions of Segmentation” slides and the “Segmentation Process” slides again.

For our group project, I think Stephanie is correct in thinking there will not be much segmentation based on geographic distribution as we are only looking at on campus or off campus. I think we are going to need to be more creative in our segmentation efforts for our audience and this is something we definitely need to discuss when we meet as a group on Monday. One idea we could think about depending on what we find with our gatekeeper interviews, is possible segmentation based on audience attitudes or readiness stage.