Sensitivities of Market Segments to Separate Advertising Strategies
研究了五种不同广告策略对五个旅游市场细分群体的影响，发现各群体在人口统计、生活方式和度假行为上存在差异，并报告了不同策略带来的收入、成本和净收益差异。
Five distinct advertising strategies using different creative approaches, media schedules, and direct mail literature were used to affect vacation behavior of five market segments in a state tourism promotion program. Research results using three mailings to 4,595 ad inquirers in 1978 indicated different demographic, life-style, and vacation travel behavior profiles between the five segments. Substantial differences in estimated total revenues, costs, and net revenues produced from each market and advertising strategy are reported. The changes in management plans for the 1979 promotion program based on the results of the study are reviewed. Primary research by advertisers on markets and media to complement research by media organizations is advocated.