TITLE

You are in segment no. 3. Agree?

AUTHOR(S)
Semon, Thomas T.
PUB. DATE
April 1996
SOURCE
Marketing News;4/22/96, Vol. 30 Issue 9, p11
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the propriety of market segmentation analyses. The author remarks that, people like to believe they are like those they want to be like, rather than the ones they are like. Market analysts should know how people differ in their relative reliance on the criteria for self-identification or identification with others. That quasi-scientific goal can yield very useful insights. But when one's insight is translated into the design of advertising appeals to motivate some particular market segments, it makes a difference whether the targeting message of the advertising is explicit or merely implied.
ACCESSION #
9604231780

 

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