You are an advertising manager for a company that sells health and fitness equipment to upscale professionals between the ages of 25 and 45.Your firm advertises during drive time on easy listening radio stations and on A&E and the Discovery Channel.On which of the following are you most likely to segment this market?
A) Usage
B) stage of family life cycle
C) gender
D) Lifestyle

Question

Quizplus · Accepted Answer

The best way to segment this market would be based on lifestyle. Since the target audience is upscale professionals between the ages of 25 and 45, lifestyle would be a good demographic to base the segmentation on. It will help to understand the interests, values, and behaviors of the target audience, and tailor the advertising message accordingly. Segmenting based on usage or stage of family life cycle may not be very effective, as the target audience is already defined by their profession and age. Gender may also not be a useful segmentation variable, as health and fitness equipment is relevant to both men and women.

You Are an Advertising Manager for a Company That Sells