Using Segmentation Strategy to Improve the Advertising Campaign For Egyptian Knowledge Bank (EKB)

Abstract

The research provides an analysis of a design experiment carried out with the third-year students in the advertising department at the Faculty of Applied Arts, Damietta University for the academic year 2018-2019, where students were divided into four groups, each group of which dealt with one of the four gates of the Egyptian Knowledge Bank (children, students, readers, researchers). Each team has thoroughly studied its audience and then developed a number of design ideas that are appropriate to the nature of the target audience. The research also dealt with the definition and foundations of an important concept, which is a segmentation strategy. It is one of the important strategies used in the implementation of advertising campaigns that are appropriate to the nature of the institution dealt with in the research which is the Egyptian Knowledge Bank. “Egyptian Knowledge Bank”, is one of the greatest assignments throughout the whole nation that's included with knowledge, it provides tremendous sources for knowledge and culture for free, to all Egyptians. This project presents all Egyptian inhabitants with on-line access to exceptional research and instructional sources (books, periodicals & media) within Egypt.