Whereas the selection of segmentation variables mainly drawn from management needs is straightforward, the selection of variables used as descriptors of the identified segments is more complex. This complexity stems not only from the enormous num- ber of possible variables, but also from the necessary twofold link these variables have to offer, namely the link with the selected segmentation variables on the one hand, and the link with secondary data on media profiles, distributional coverage etc., used in combination with the descriptor variables to adjust copy execution, media scheduling, selling and other marketing instruments to each selected market segment. .
