Business

Target Marketing As a Tool

Michael Mann

Consumer Behavior

3/2/06

There are over a billion advertisements promoted throughout the world each year. Whether a business is small or large the same strategy is used widely to promote products and services. That type of strategy is called target marketing. Target marketing can be defined as ‘communicating with a specific group of consumers with similar characteristics, within a broader group of consumers who purchase the type of product. Market Segmentation is the process of target marketing. Once target market(s) are identified, the organization develops a product offering (marketing mix) that is positioned to be attractive to that segment. CAPCO Marketing offers a host of ad products that reach a targeted audience.’(Yahoo) However, each year because of the various products offered each product is geared towards a different consumer. The range of dissimilar opinion creates countless issues including ethical, moral, and perhaps racial.

The rights of Americans’ today are much different from those in the past. Violence, sex, drugs, and destruction are exploited through our movies and television shows. Advertisements include naked women, drugs, and violence. However, despite the terrible advertisements in America a great amount are geared towards car insurance, bubble-gum, clothing, and other common products bought buy consumers. The first amendment states that, ‘Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances.’(Cornell Law) Can advertisements break this law by promoting unhealthful products? Can businesses promote a product that in essence potentially can kill someone? These are all issues discussed today.

In addition, for example community leaders in a largely minority neighborhoods have staged protests against billboards promoting beer or cigarettes in these areas. This is an example of an ethical or moral issue. Is it right or wrong to promote the distribution of products that potentially kill people? My view on this issue is quite simple. Advertising and target marketing is used as a tool. This tool is not forcing any consumer to buy the company’s product but yet displaying information and the ultimate goal is to