Interpretation of advertisements
Suggested answer:
OBJECTIVE
The objective of the above advertisement is to position Mater Hospital as the Kenya’s number one health care provider and to introduce the ‘well persons’ clinic’
TARGET MARKET
The target market is Healthy individuals who would want to live healthy among the Aged and the young adults for both Male and Female.
MESSAGE
The message is about Healthy living this captured in the slogan ‘Well Man Well Woman and Junior Wellness’
There is also a message on the establishment of the Mater hospital and the continuous improvement of services and skills this adds credibility to the services being offered.
MARKET SEGMENTATION
Market Segmentation is the process of dividing a potential market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with distinct marketing mix.
By segmenting markets the target customer can be reached with the right communication easily, more often and at lower cost.
In the above advertisement, it is evident that the Mater hospital has segmented the market as below;
1. Demographic Segmentation
This is a base of segmentation in which marketers Segment buyers by tangible, personal characteristics such as their ages, incomes, ethnicity, family sizes etc.
Demographic characteristics used to segment buyers, include age, income, gender, and family life cycles. Other demographic characteristics include occupation, education, nationality, religion, and social class.
Demographics are commonly utilized to segment markets because a mountain of demographic information is publicly available in databases around the world.
Mater hospital has used this principle of segmentation in the above advertisement in an effort to reach the specific target market. I will be discussing the various elements under the demographic segmentation base with reference to the advertisement as below;
a) Age
The advertisement depicts two age groups in the graphics which
OBJECTIVE
The objective of the above advertisement is to position Mater Hospital as the Kenya’s number one health care provider and to introduce the ‘well persons’ clinic’
TARGET MARKET
The target market is Healthy individuals who would want to live healthy among the Aged and the young adults for both Male and Female.
MESSAGE
The message is about Healthy living this captured in the slogan ‘Well Man Well Woman and Junior Wellness’
There is also a message on the establishment of the Mater hospital and the continuous improvement of services and skills this adds credibility to the services being offered.
MARKET SEGMENTATION
Market Segmentation is the process of dividing a potential market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with distinct marketing mix.
By segmenting markets the target customer can be reached with the right communication easily, more often and at lower cost.
In the above advertisement, it is evident that the Mater hospital has segmented the market as below;
1. Demographic Segmentation
This is a base of segmentation in which marketers Segment buyers by tangible, personal characteristics such as their ages, incomes, ethnicity, family sizes etc.
Demographic characteristics used to segment buyers, include age, income, gender, and family life cycles. Other demographic characteristics include occupation, education, nationality, religion, and social class.
Demographics are commonly utilized to segment markets because a mountain of demographic information is publicly available in databases around the world.
Mater hospital has used this principle of segmentation in the above advertisement in an effort to reach the specific target market. I will be discussing the various elements under the demographic segmentation base with reference to the advertisement as below;
a) Age
The advertisement depicts two age groups in the graphics which
References: • Principles of Marketing, v. 1.0 by John F. Tanner Jr. and Mary Anne Raymond • http://web5.wgu.edu/aap/content/mkc1-chapter_5.pdf