AUDIENCE SEGMENTATION WHEN DEVELOPING A BRAND ADVERTISING CAMPAIGN

The article discusses the concept and types of segmentation in connection with the process of developing an advertising campaign for a brand. The concept of a brand's advertising campaign and the significance of audience analysis in its planning are disclosed. The place of segmentation in the analysis of the audience and the creation of key messages is considered. Considerable attention is paid to the analysis of the effectiveness of traditional approaches to segmentation in terms of evidence-based marketing. In contrast to methods of audience segmentation by geographical, demographic, behavioural and psychographic characteristics, a simplified version of segmentation by one attribute is proposed. A method for segmenting consumption situations and a method for segmenting an audience by the level of interest in a category are also proposed. These methods are defined as more effective in planning an advertising campaign.