Page 206 - Electronic Commerce

Marketing on the Web

for achievement. The use of psychographic segmentation has increased dramatically in
recent years as marketers attempt to identify characteristic lifestyles and then design
advertising to reach people who see themselves as having a particular lifestyle.
Companies that advertise on television often create messages designed to reach the
likely audiences of various types of programs. These audiences represent one or more
market segments. The market segments can be geographic, demographic, psychographic, 181
or a combination of these. Figure 4-3 presents some examples from the television medium
that show how companies do this.

Type of Television Program Type of Advertising
Children’s cartoons Children’s toys and games
Daytime dramas Household and laundry goods, pet foods
Late-night talk shows Snack foods and nonprescription sleep aids Learning
Golf tournaments Golf equipment, investment services, and
life insurance Cengage
Baseball and football games Snack foods, beer, autos
2015
Documentary films Books, CDs, educational DVDs
©
FIGURE 4-3 Television advertising messages tailored to program audience

Children’s television shows are likely to feature advertising for products that appeal to
children. Ads on daytime dramas are directed at people who are home during the day and
who thus might be interested in household and laundry care products. These people are
more likely than others to own pets, so they also will see ads for pet foods. Advertisers on
late-night talk shows often direct their ads at people who might have trouble falling asleep.
Advertisers also believe that this late-night audience is receptive to promotions for snack
foods to eat while watching these programs or for nonprescription medications for
ailments that might be keeping them up so late.
Advertisers use sports programming as a vehicle for two different market segments.
Some sports shows, such as golf tournaments or tennis matches, appeal to higher-income
viewers. Other sports shows, such as baseball or football game broadcasts, appeal to
viewers with more moderate incomes. As a result, programs that cover golf or tennis are
more likely to include ads for investment and insurance products and luxury automobiles
than are baseball or football programs. Also, because viewers of golf tournaments and
tennis matches are likely to play the sport, these programs often include ads for game
equipment. Baseball or football games rarely include ads for game equipment because few
viewers of these games are participants in the sport themselves.
Programs that feature documentaries (such as those on the History Channel or the
Discovery Channel) often carry ads for books, book clubs, CDs, and educational DVDs.
Advertisers have found that these types of products appeal to the intellectual, arts-loving
audiences of these programs.
Companies do much more than just match advertising messages to market segments.
They also build a sales environment for their product or service that corresponds to the
market segment they are trying to reach. In the physical world, store design and layout

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