A report on market segmentation in Namibian advertising

Abstract

Abstract provided by author

In the recent years there has been an evident rise in the number of advertising agencies which have developed a unique brand of Namibian advertising. Consequently questions have risen about their operations in terms of how these genuinely Namibian advertisements are carried out. In their attempt to be recognised according to international standards, advertisers wish to operate in a manner that, thus taking into account norms in the international advertising industry

This paper was aimed at identifying the basic strategies used in advertising campaigns in the still emerging industry. Do advertisers use the efficient methods designed to increase their chance of succeeding in terms of reaching their target audience. What empirical data is used in determining the strategies used to identify and thus segment their audience?

A qualitative study, which utilised interviews with key persons in the media buying/planning departments of advertising agencies and a Focus Group Discussion with an actual target group, was aimed at establishing as to how agencies used segmentation

The data collected from the various agencies seems to indicate one general norm amongst all the advertisers with regards to the use of segmentation in advertising. That is generally expressed by the fact that most agencies do seem to have knowledge about segmentation and its benefits