Many publishers will provide a rate card to advertisers upon request. 1  There are a few advantages to this strategy: 2  Forces advertiser contact. If an advertiser or agency is interested in your site after viewing the media kit, theyâll need to initiate contact in order to acquire a rate card.
Marketers must remember that a market can be viewed and segmented in several different ways. The biggest benefit of using segmentation approaches like demographic or benefit segmentation is to understand the overall market and identify the unfulfilled needs of the customer.
One group of businesses that uses market segmentation to great effect are manufacturers of hair care, beauty and other grooming products. For example, the razors marketed to men and women are fundamentally the same, but they have very different packaging and advertising messages. This is a perfect example of market segmentation.