An ad for Virgin airlines shows a traveler sleeping comfortably in the airline’s new seats. This ad is using _____ segmentation to appeal to its market.

Question

BlackTom AI · Accepted Answer

The question presents an advertisement for Virgin Airlines showing a traveler sleeping comfortably in the airline’s new seats, and asks which segmentation approach is being used.
Option 1: volume. This refers to segmenting markets based on the total size or potential sales volume. An ad focusing on comfort in seats does not emphasize overall market size or consumption level, so this is not the best fit.
Option 2: psychological. Psychological segmentation targets consumer psychology, such as beliefs, attitudes, or personality traits. While comfort can relate to a psychological response, the example specifically highlights a product benefit (sleep comfort) rather than internal psychological profiles, so this is only partially related and not the most direct match.
Option 3: geographic. Geographic segmentation divides the market by location (country, region, city). The ad does not mention a location-based distinction, so geographic segmentation is unlikely.
Option 4: demographic. Demographic segmentation uses characteristics like age, gender, income, or family status. The scenario does not specify any demographic characteristic of the traveler, so this option does not capture the intention of the ad.
Option 5: benefit. Benefit segmentation focuses on the core value or benefit that customers seek from a product. In this case, the ad emphasizes the benefit of sleeping comfortably thanks to the new seats, which aligns directly with benefit-based targeting by appealing to the outcome customers want (restful travel) rather than attributes, locations, or demographics.
Therefore, the reasoning for evaluating each option points toward benefit as the most accurate description of the segmentation approach being used in this advertisement, since the emphasis is on the specific advantage the product provides to the user.

BUS-10-38944 Exam #3 (Chapters 7, 8, 10-12)

An ad for Virgin airlines shows a traveler sleeping comfortably in the airline’s new seats. This ad is using _____ segmentation to appeal to its market.

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