Introduction advertising unit Structure

 
The reputation of Organisation,
 
product, nature of 
customers, competition,
price of the product, Competitor‟s price, 
channels of distribution, budget, Govt. regulations and controls etc 
are the various factors which affects on the Planning of an 
Advertising Campaign. 
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. 
Segmentation is the process of partitioning a large 
heterogeneous market into smaller groups of people or businesses 
which show similar needs and/or characteristics. Markets can be 
segmented on the basis of different geographic units, demographic 
characteristics, Socio-Economic
 
aspects, psychographical profiles 

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of people, behaviou, product characteristics, different benefits that 
the consumers are expecting from a product, volume of purchases 
etc. 
 
11.9 QUESTIONS : 
1. What is Advertising Campaign? Explain the importance of 
planing of an Advertising Campaign. 
2. Explain the Process of Planning the Advertising Campaign 
3. What are the steps in Advertising Campaign Planning? 
4. What are factors influencing the Planning of an Advertising 
Campaign? 
5. What are the bases of Market Segmentation? 
6. Explain the importance of Market Segmentation. 
7. Write short note on the following : a) DAGMAR Model b) AIDA c) 
Unique Selling Proposition (USP) 
8. What are the essentials of a good advertising appeal? Explain 
the different types of appeals used in advertising. 
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