Briefly describe four criteria that advertisers use to select segments

What will be an ideal response?

Any four of the following are acceptable.

_ Size. Is the segment of sufficient size to justify the expenditures of time and energy required to develop a customized communication program?

- Media Accessibility. Can members of the segment be efficiently reached though traditional and new media vehicles?

- Message Availability. Can a communication message or appeal be created that responds to the unique attitudes, needs, and behaviors of segment members?

- Responsiveness. If a communication message can be developed, to what extent are members of the segment likely to pay attention and respond to this message in the desired way?

- Sustainability. Is the segment stable or likely to grow for the long term, or is the segment likely to disappear or merge with other segments?

- Evaluation. Can efforts toward the segment be measured in order to determine the strengths, weaknesses, and outcomes of the communication campaign?

- Profitability. If the communication campaign is successful, will this result in sufficient increases in sales to justify the campaign?

- Competition. To what extent do competitive brands have an interest in the segment? Will communication efforts have to combat heavily entrenched brands?

- Defendability. If the communication campaign is successful, is there likely to be a significant competitive response? Can such a response be defended against?

- Compatibility. Are members of the segment, and the types of products they desire, compatible with existing or desired company goals, perspectives, and objectives?