Targeting or Tailoring

Schmid, Kristina L.; Rivers, Susan E.; Latimer, Amy E.; Salovey, Peter
March 2008
Marketing Health Services;Spring2008, Vol. 28 Issue 1, p32
Academic Journal
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.


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