What concept involves breaking down the target audience into smaller groups based on characteristics?

The concept of breaking down the target audience into smaller groups based on characteristics is known as market segmentation. This strategy is crucial in advertising and marketing as it allows organizations to identify and understand distinct subsets of consumers who share similar needs, preferences, or characteristics, such as demographics, psychographics, buying behavior, or geographic location. By segmenting the market, businesses can tailor their marketing strategies more effectively to meet the specific needs of each group, ultimately leading to a more focused and efficient approach in reaching potential customers.

Market segmentation enhances the relevance and appeal of messaging, potentially increasing engagement and conversion rates. Unlike broader approaches that treat the audience as a homogenous group, this method recognizes the diversity within the market, leading to more personalized and effective campaigns.