5. Explain how direct marketers use market segmentation and product differentiation to enhance their offers, and give an example of each beyond those described in the book.

When a farmer 'broadeasts' seed, much of that seed lodges in mois, fertile ground and, under ideal growing conditions, it is nurtured into a living plant. Another portion of the seed is boene away by the wind of fails to achieve the proper conditions for germination for other reaions. Direct markcters using television are like the farmier sowing seed. Altheagh television bas tbe potential for resching virtually everyote, it ean achicve the objoctives of the direct-response advettiser only if it is seen in the right place at the right time under the right conditions. Market segrnctitation, in television as in obber media, is one way to maximire direct responve. Television programming plays an impontunt role in defining specific audience scements. Sports, news, comedier, westerns, mysteries, variety, documenturier, wrestiag, and opera or Arama can catcgorize and appeal to market segments of viewers and thus peovide a showeave for a particular direct-teiporse offer. Other factors that can belp segment markets include time of day or day of the week. Viewers of ooe of televicion's most-watcbed aadience events each year, the Super Bowl, are large in number and broad ia characteristic. On the other hand, viewer of a Clint Easteood movie are a more narrowly defibed moup, and whether they watch late at night or mid-afternoon also can make a difference in the demographic ant pychographic characteristicr of the audicnce. Tbe 'reach' of a local TV station can itielf describe geographic markets differeatiated by ZIP code characterisies: Offeriag duect-response advertisers even geater opportanities for maket segmentatioa is cable television, with hundreds of specialized channels. Highly specialized programming. 'Twe' news, spoeting events, and a variety of movie fare can belp define desirable repmeots of cable TV audieaces, as can special -interest chaneels, such as CNN, ESPN, the History Channol, the Cosntry Music Chanel, of even the Golf Chanael. Let's check out a great cxample of bow a company has innovatively uved cable chunnels and social modia to target a very specific market segment, build beand awareness, and drive peodoct sales.STHL, Ine, the best-sclling trand of handleld outdoor power equipeneat is America, wanted to boout its beand awareness and promote both its products and its netwoik of more than 8.000 servicing power equipmetr retailets to outdoor power equipment esers. In 1985, STIHL established the STHLS TIMBERSPORTS 3 Series, which brings togethet the world's top lumberjacks to compete in the Original Futreme Sports competition to determine the best all-around lumberjack. The STIHL. TIMBERSPORTSII Series is seen by mone than 20 milion viewers annally in moee than 62 countries on turgeted network such as HUROSPORT and ESPN2 (iee Eirure 8.5 ). In an effort to conoect with college-age consumers, STIHL created the STII. TIMBERSPORTS* Collegiate Series, which airs on ESPNU (see Ezure 8.6 ). Winen of the Collegiate Series events eara as oppoctunity to compcte in the Professional Series. Coesumers can learn more about the different competition disciplines and competitors and view picturs, video. live events, and check out ESPN air daces on its wobsite In addition. STHHL consects with followers and engages fans of both the professional and the collegise scries via Twuter and YouTube, and has almot half a millien likes on Pacobook: Social media platforms are used to provide fans with event and athlete updites and promotional opportunities that feature local STUIL. TIMBERSPORTS8 Series events.Social media is alvo uied to coordinate with STIHLE TIMBERSPORTS\&'s partnen and spotsors to promote and bighlight the Series. Colbers Report, So, if you want to become a fan and follow the action, check out STuH s TiMBERSFORTS on Facebook, Twister, Instagram, or YouTube. It promises you a thrilting, action packed, catreme sporting, event