A Market Segmentation Study to Determine the Appropriate Ad/Model Format for Travel Advertising

This article examines the reactions of different market segments to various model formats in travel advertising. The reactions of three age groups to nine ad formats were studied to determine how each group viewed the reputability of a company in relation to each of the nine formats. The results of the study suggest that age is a significant segmentation variable for advertisers concerned about the perceived reputability of a travel advertiser.