The Targeting of Advertising

  title={The Targeting of Advertising},
  author={david. soberman},
  • david. soberman
  • Published 2002
A important question that firms face in advertising is developing effective media strategy. Major improvements in the quality of consumer information and the growth of targeted media vehicles allow firms to precisely target advertising to consumer segments within a market. This paper examines advertising strategy when competing firms can target advertising to different groups of consumers within a market. With targeted advertising, we find that firms advertise more to consumers who have a… CONTINUE READING