TITLE

MISUSING TARGETED MEDIA

AUTHOR(S)
Hilbrich, Jonn
PUB. DATE
March 2008
SOURCE
Promo;Mar2008, Vol. 21 Issue 2, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Editorial
ABSTRACT
The article remarks on the misuse of targeted media in advertising campaigns. According to the author, the effectiveness of mass media advertising has declined and all evidence indicate the need for a new way of marketing. He contends that money is still important for advertisements but those who succeed are the ones who seek out a more intimate understanding of their best customers and invest selectively to reach them where they live, with a message that is of interest to them.
ACCESSION #
31443527

 

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