Introduction advertising unit Structure

11.2.3 Factors Influencing the Planning of an Advertising 
Campaign : 
1. The Organisation its reputation, position in the market. 
2. The product e.g. Consumer (Perishable, durable or speciality) 
goods, or industrial goods etc. 
3. The market the nature of customers, their income, their buying 
behavior, and their location. 
4. The competition. 
5. The absolute price of the product, Competitor‟s price etc. 
6. The channels of distribution. 
7. The budget, the advertising theme, etc. 
8. The media, the advertising schedule etc. 
9. The Govt. regulations and controls, restriction on certain 
products, restriction on certain media to carry out certain ads. 
Etc. 

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11.3 Market Segmentation 
11.3.1 Meaning : 
Market Segmentation is a technique of dividing the market of a 
product into several homogenous groups. Under this technique, 
customers of a product are divided according to such common 
characteristics as age, sex, income level rural urban composition. 
The concept of market segmentation is based on the assumption 
that markets of all commodities are heterogeneous. For every 
product, there is a group of customers having different nature, 
buying habits, and attitudes. Two customers are not alike. They 
differ each other. On the basis of their characteristics, customers 
may be divided into several groups. These groups are formed on 
the basis of some similar qualities and such division is called 
Market Segmentation. 
11.3.2 Definition of Marketing Segmentation :
The term „Market 
Segmentation‟ has been defined by several authors as follows : 
Philip Kotler
, „Market Segmentation is the sub-dividing of a 
market into homogeneous subsets customers, where any subsets 
may conceivably be selected on a market target to be reached with 
a distinct marketing mix.‟