By Dan Gillmor
We're in an age of data overload, and an excessive amount of of what we watch, pay attention and browse is flawed, deceitful or maybe risky. but you and that i can take keep watch over and make media serve us -- we all -- by means of being energetic shoppers and members. Here's how.
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- Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference
- Writing Marketing
- Marketing Discourse: A Critical Perspective (Routledge Interpretive Marketing Research)
- Discrete Choice Experiments in Marketing: Use of Priors in Efficient Choice Designs and Their Application to Individual Preference Measurement
- Deception In The Marketplace: The Psychology of Deceptive Persuasion and Consumer Self-Protection
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Qxd 9/11/00 2:51 PM Page 23 Segmentation and Targeting 23 purchase their brand. By advertising to the channel as well as through the channel, the goal is to reinforce the same brand position to both resellers and ultimate consumers. Segmenting and Targeting to Leverage Competencies in a New Market To this point, our focus has centered on situations in which a firm has an established customer base. However, in an effort to grow, a firm may also seek to leverage its competencies or resources by entering new markets.
However, because the average age of a Cadillac owner is about 63, current users do not represent an attractive long-term target. Moreover, the image of Cadillac as the luxury car for a previous generation reduces the likelihood that the next generation of 65-year-olds will aspire to drive a Cadillac. ” However, the effectiveness of this approach was limited both by the profile of people seen driving Oldsmobiles and the conventional styling of the car. What is an appropriate strategy when faced with this situation?
One was the notion of freshness, which was depicted by open space and water falls. A second dimension was British, which was depicted using pictures of Prince Charles and Princess Diana. The third dimension was sex appeal, represented by young male fantasies such as “hot” women dressed in red. For women, a romantic embrace represented sex appeal. These investigations offered support for Altoids’ brand positioning. They suggested that Altoids was associated with empowerment in social situations.