Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 15

Advertisers use market segmentation when promoting products to consumers. For each major consumer segmentation variable, find an example of a print ad that appears to be based on that variable. For each ad, identify the target market and explain why you think the advertiser is using the segmentation variable you identified for that ad. (AACSB: Written and Oral Communication; Reflective Thinking)