Final answer:
Potential buyers within a market segment should be similar in terms of the advertising media used.
Step-by-step explanation:
In a market segment, potential buyers should be similar in terms of the advertising media used. This means that they are likely to respond to the same types of advertising channels, such as television, radio, or social media.
For example, if a market segment consists of tech-savvy individuals who spend a lot of time online, it would be more effective to target them through digital advertising channels.
On the other hand, if the segment consists of older individuals who are less likely to use the internet, traditional advertising channels like television or print media may be more appropriate.