Advertisers seek to find the right target audience for individual products and company brands. An emerging trend is greater reliance on lifestyle marketing.
Resources:
- Basics of Market Segmentation
- Digital Age Lifestyle Marketing
- Age and Life Cycle Segmentation
- Measuring Success
Discussion Questions:
- Watch the Basics video. How does lifestyle marketing fit with the approaches described?
- Read the Digital Age article. How does lifestyle marketing fit with digital approaches?
- View the Age and Life Cycle video. How is lifestyle marketing different from life cycle segmentation?
- Read the Nielsen article regarding the measurement of success. How do the company propose to examine lifestyle marketing effectiveness?
Clow/Baack 