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For some market segments the level of awareness of the various products has a significant effect on demand and segment share. Advertising is expensive, however, so it is prudent to research the most cost effective ways of reaching your target market segment, and allocate your product advertising budget to the various media accordingly.
Available Advertising Media
In MikesBikes-Advanced there are three advertising media available: TV, Internet and Magazines. The curves below give an indication of the expenditure required to reach the audiences. To reach a particular market segment this information will need to be combined with the audience habits of that segment.
Segment Media Audience Habits
Each market segment has different media viewing habits. Only Leisure customers use the Internet regularly. TV (although more expensive) is good for reaching most segments, especially Kids. Racers can be reached through the specialist racing magazines.
