<P> Geographic segmentation is the marketer's appealing to particular geographic areas such as nations, regions, countries, cities or neighborhoods (Kotler et al., 2014). Particular knowledge of geographic preferences allows businesses and organisations to modify or change their product to allocate to their market, (Kotler et al., 2014). </P> <P> This divides the market into demographic field such as age, life cycle, gender, income, occupation, education, religion, and nationality (Kotler et al., 2014). Some companies offer different products and market strategies to allocate to various age and life cycles, other companies focus on specific age of life cycle groups . Kotler et al., (2014) states an example, Disney cruise lines primarily focus on families with children large or small, and most destinations offer children and parent orientated activities . This shows that the Disney cruise line company has a specific segment of their target market being families with children . </P> <P> Customers may be sorted based on social class, lifestyle, or personality characteristics (Kotler et al., 2014). According to Kotler et al., (2014) people who in the same demographic area can have completely different psychographic characteristics . Marketers generally segment target markets into consumer lifestyles and their social class . Social class has a large effect on preferences for cars, clothes, home furnishings, leisure activities, reading habits, and retailers (Kotler et al., 2014). </P> <P> Consumers are divided by their knowledge, attitudes, and use of, or response to, the product (Kotler et al., 2014). Marketers can group buyers according to the occasion when they made the purchase or used the product . For example, Kotler et al. (2014) suggests that air travel is generated by occasions relative to business, vacation, or family . Another way marketers can group buyers using behavioral variables is user status and usage rate . They can be segmented into nonusers, former users, potential users, first - time users and regular users of a product, (Kotler et al., 2014). Usage rate is the segmentation into light, medium and heavy product users . According to Kotler, et al., (2014) heavy product users are usually a small percentage of the market but account for a high percentage of total consumption . Loyalty status can prove to be very significant to a marketer's product or service . Kotler et al., (2014) expresses, a reason for increasing customer loyalty is that "loyal customers are pricing insensitive compared to brand - shifting patrons ." </P>

Who is an ad's target audience composed of