The paper "Lifestyle Market Segmentation" is a wonderful example of a Marketing Case Study. Lifestyle advertising is that form of marketing whereby the form of advertisement in limelight associates a product, service or destination with some way of life such as that which includes glamour, excitement, recreation, reliability and many other things that make the heaven on earth. The ad always evokes a positive or negative emotion about the human lifestyle(Loschelder, 2008). The technique in place always sticks to some form of marketing to make their products and services famous among consumers Lifestyle as commonly used refers to the diverse consumer behaviorsas shown by patterns of choices and preferences in food, clothing, hairstyle, adornments, beverages, perfumes, books, etc. (Lamb, Hair, McDaniel, 2012). Lifestyle ads try to link these traits with the products and services and how life can be at its best if the consumers would give a try.
Given the intense global innovation and creativity in this modern century many valuable products and services are always coming into existence and what remains to determine the turnover is the marketing strategies put in place to woo the consumers(Lamb, Hair, McDaniel, 2012).
Due to vast creativity worldwide good products coming into existence has never been an issue, the issue has always been the reputation made to the consumers(Hawkins, Mauthersbaugh, Mookerjee, 2011). This writing portrays how lifestyle ads show how well the product will be compatible and fit well in the consumer’ s lifestyle by considering items that mostly determine human lifestyle e. g. clothing, food, beauty products, traveling, technology, etc. 2. LIFESTYLE ADS In this case, marketers always have not forgotten that they are in the people’ s business and thus always strive to make a human connection that demonstrates compatibility between products and the human lifestyle(Saviolo and Maraza, 2013).
The keyword here is “ WAY OF LIFE” of prospects and customers. Lifestyle ads have always managed to categorize potential consumers basing their argument on the interest, activities, and opinions of potential consumers. The real deal, in this case, is always to reach a bigger audience with exactly the right blend of information connected to a moving powerful emotional advertisement. Lifestyle ads consist of segmenting both simple and complex human behavior into niche subdivisions usually based on interests, attitudes, and beliefs(O'guinn, Allen, Semenik, 2009).
This advertising technique creates an enthusiastic and loyal consumer-base and establishes the products and services being marketed as a valuable part of the consumer’ s everyday life and thus goes with the consumer’ s way of living. Lifestyle advertisement in most cases attempts to group stable and potential consumers of their products according to some amalgamation of three categories of distinct variables which include Activities that are always undertaken by its target, their Interests, and lastly their Opinions in terms of what they need to be complete and thus helps identifies the potency of a customer's chosen way of life for deciding the sort of inclusive advertisement to be brought into limelight in relation to the specific brands that are further likely to appeal to the chosen lifestyle segment(Twitchell, 2000).
Lifestyle ads have involved with it a new paradigm in today's most competitive business world.
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