TITLE

Targeting or Tailoring

AUTHOR(S)
Schmid, Kristina L.; Rivers, Susan E.; Latimer, Amy E.; Salovey, Peter
PUB. DATE
March 2008
SOURCE
Marketing Health Services;Spring2008, Vol. 28 Issue 1, p32
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article provides an overview of the advantages and disadvantages of message targeting and message tailoring in advertising. A discussion of the definitions of message targeting, which customizes messages to population subgroups, and message tailoring, which fits messages to individual characteristics such as coping styles, is presented. The emerging field of marketing psychographics, which refers to systems that use psychosocial variables such as income or gender to describe consumers and which are concerned with human variables such as personality and lifestyle, is discussed.
ACCESSION #
29976997

 

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