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For some market segments a firm's public profile (PR level) has a significant effect on demand and segment share. PR reach is expensive however, so it is prudent to research the most cost effective ways of reaching your target market segment, and allocate your product PR budget to the various media accordingly.
Available PR Media
In MikesBikes-Advanced there are three media available: TV, Internet and Magazines. Since the different market segments have different media viewing habits, you will be required to make a decision as to where to focus your PR efforts. The curves below give an indication of the expenditure required to achieve increases in a product's profile (PR level) amongst their audiences. To reach a particular market segment this information will need to be combined with the audience habits of the various segments.
Segment Media Audience Habits
Each market segment has different media viewing habits. Only the Leisure segment use the Internet regularly. TV (although more expensive) is good for reaching all segments. Racers are best reached through the specialist racing bike magazines.
