Essays on Segment of the Magazine Ad in Wheel Case Study

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The paper "Segment of the Magazine Ad in Wheel" is a perfect example of a marketing case study.   The wheel magazine is a magazine that is tailored to advertise products that are related to motor vehicle parts. The Toyo tire has been advertised in the magazine showing its capabilities in terms that could easily attract customers. Advertising in a magazine requires important knowledge related to marketing concepts so as to benefit by capturing the right audience as a company. The importance of posting an ad in any form of media should highly involve the given marketing concepts discussed below; The market segment for the magazine In many organisations, segmentation is important because it gives the organisation a better base to satisfy its customers’ needs since different parts in the market are identified during the process.

In the wheel magazine, it the importance of differentiation of customers has been brought about, not all customers are the same and each is characterised by a unique behaviour that may not be found in another customer. Most companies treat all their customers the same while advertising products to their customers, they ignore specific market segments and just display a common message for all of them.

The market segment of the magazine has been divided into various parts that could easily be identified with different customers. The magazine has gone to lengths to find out what makes up a market segment and used it in its benefit to categorise its customers, accessibility, differentiable, measurable and accessibility are the criteria that have been adopted b the magazine. Market segmentation has been done to ensure that customers in one segment are similar and different between the two segments.

Segments that have been considered include geographic, demographic, psychographic, behavioural and industrial market. Geographic The magazine has gone to lengths to understand the different localities are likely to host different languages, populations, climate and lifestyles. It uses this knowledge to understand the importance of segmentation and ensure that an important factor such as the need to translate the information into a different language is applied. The population factor is important in that the magazine publication knows an approximate number of magazines that it should produce to fit its target demand for the advertisement.

Different lifestyles mean that the advertisement will be portrayed differently to fit into the lifestyles in the different localities. Demographic This segmentation is based on dividing the market using factors such as age, gender, income, occupation, education, religion and given nationality. All these factors inter twain since all are considered in this scenario since the advertisement of the tire in the magazine is likely to change given that different the above factors will affect the purchase. Psychographic This is the classification of the market based on social class, personal characteristics and the lifestyle of the people living within the vicinity.

The wheel magazine is a luxury magazine that mainly advertises information on luxurious cars. However, it can also be linked to targeting other people in the market too. Behavioural This is based on the customer’ s knowledge of the products that are being advertised what the product is used for and responses to certain products. Variables related to the product such a how many people actually own cars have been used by the magazine to base the frequency of the tire ad in their magazine.

Works Cited

H. Cheng, A. S. (1990). Factors affecting consumer purchase decision for round white potatoes . American Journal of Potato Research , 726.

Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer behavior:. Irwin: Mc Graw Hill.

Shah, A. (2010). Factors Affecting Consumer Behavior. Retrieved October 27, 2010, from Ezine Articles.com: http://ezinearticles.com/?Factors-Affecting-Consumer- Behavior&id=4602848

Wedel, M., & Kamakura, W. A. (2000). Market segmentation:. Heidelberg: Springer.

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