Who should I target with my advertising?
In a perfect world, marketers' messages would reach only the people to whom they are relevant and useful, at a time when they are receptive to them. Perfect for consumers, because advertising would not be unwelcome and perfect for the marketers, who would neither irritate potential customers nor pay for reaching people unlikely to take notice.
In an imperfect world we have targeting, which involves focusing as much as possible on the consumers most likely to respond to the advertising. The main ways people are segmented include: