In the pre–digital media world, “target audience” described the age/gender population group that most likely would buy a brand and respond to a campaign. “Segment“ was a more sophisticated way… Click to show full abstract
In the pre–digital media world, “target audience” described the age/gender population group that most likely would buy a brand and respond to a campaign. “Segment“ was a more sophisticated way to describe different consumer groups with different brand-related behaviors and motivations. But
Keywords:
precise targeting;
imprecise data;
foiled imprecise;
targeting foiled
Journal Title: Journal of Advertising Research
Year Published: 2019
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Journal Title: Journal of Advertising Research
Year Published: 2019
Link to full text (if available)
Share on Social Media: Sign Up to like & get
recommendations!