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In marketing plans mass media strategies are very popular, but it is dangerous to rely on them entirely. In addition, Swenson (1990) says, “Such strategies are no longer as efficient or cost-effective as they once were in that the marketplace is changing. We have moved from a manufacturing-driven to a consumer-driven economy; the mass media itself is fragmenting; we are celebrating ethnic and social diversity, rather than pouring everyone into a homogeneous mould; and the growth rate of the population is slowing with a resultant impact on the demand for goods and services”. Furthermore, segmentation is after market research the first step in STP and herby the second most important in the marketing process...
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