Sensitivities of Market Segments to Separate Advertising Strategies

Abstract

Five distinct advertising strategies using different creative approaches, media schedules, and direct mail literature were used to affect vacation behavior of five market segments in a state tourism promotion program. Research results using three mailings to 4,595 ad inquirers in 1978 indicated different demographic, life-style, and vacation travel behavior profiles between the five segments. Substantial differences in estimated total revenues, costs, and net revenues produced from each market and advertising strategy are reported. The changes in management plans for the 1979 promotion program based on the results of the study are reviewed. Primary research by advertisers on markets and media to complement research by media organizations is advocated.