Segmentation

Audience Segmentation

“Audience segmentation” or “audience fragmentation” is a phenomenon that describes the process of partitioning mass audiences into smaller and smaller segments. It is considered as an inevitable outcome of competition in media markets. Hence, audience segmentation is expected to be stronger in high rather than in low-competition media environments. Models of Audience Segmentation The phenomenon

Segmentation of the Advertising Audience

Organizations communicate core messages (position themselves) to different types of audiences (target groups) that they select out of a list of possible audience segments or profiles, defined according to a number of segmentation criteria. On the basis of this segmentation, audience profile selection, and positioning decision, organizations will define communication objectives and messages and build