What is Microtargeting? Microtargeting is the theory that very niche audiences (micro-segments) with yet-unknown, and sometimes counter-intuitive preferences, have a high propensity for interest in a specific product or service. Here’s a (made up) example: people who have just gone
The Slow Pace of Fast Change
On the first line of the first page of Jack Scissors and Roger Baron’s “Advertising Media Planning” (Seventh Edition) text book you will find this quote: “Throughout history, the form of mass media has been determined and limited by the
The Future of Television Advertising and It’s Relation to the Music Industry
I heard interview once where a prominent recording artist was asked how he was dealing with the decline of the Music industry. He responded that he was quite optimistic – for it was only the industry that was in decline
Frequency
How many times do you have to see an ad before it has its intended affect on you? One time? Two times? Ten times? Surely anything over 50 is just overkill – right? Before you go on reading – think
The Future of Media in 100 Words – Entries from Co-Workers:
Following up on last week’s entry, below are some entries that have been submitted by some of my co workers. They all have great thoughts to share. _________________________________________________________ Manny Moreno (Analyst, Media Analytics) The best way to reach consumers in
The Future of Media in 100 Words
For this week, I’ve challenged a few of my coworkers to answer the following question in 100 words of less: What is going to be the best way to reach consumers in 5 years? Here is my first try –
Advertising: The Risk Equation.
In some ways, advertising is one of the riskiest industries. For every ad you buy, there is rarely anything close to a guarantee that you will get a positive return on your investment – even if such an investment had
Rate Reductions, Coevolution and Flowers
A while back I was at a bar with a work friend and a long time veteran sales rep. We had stopped by a local watering hole before heading to a Rangers game at Madison Square Garden. Over a few
The Digital Ad Bubble?
I’ve been doing a lot of reading lately about the financial bubble/bust of 2008. Most authors I’ve read agree that one of the major forces that led to the meltdown was the creation and sale of exotic financial instruments that
Notes for a Lecture on Viral Marketing
Just a quick side note – this post marks my 53rd consecutive weekly blog post, making this the official one year anniversary of andreweifler.com (blogaversary?). Thanks to all who have been reading and contributing! Now, down to business… I’m currently