The Case of the Near-Sighted Bombardier. A general Inquiry into the value of targeting in TV

Erwin Ephron

Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy.

The Case of the Near-Sighted Bombardier: A General Inquiry into the Value of Targeting in TV

Erwin Ephron, Ephron, Papazian & Ephron, Inc., US.

Trouble in Paradise

There is trouble in paradise. The easy days of cheap television are almost over. It is no longer just buyer demand and seller profit goals that will drive up the price, but rather it is the economics of big production costs and small ratings.1So, farewell to large audiences and the low CPM’s that made even average TV advertising cost-effective and remember, in this discouraging future, as goes the United States,...

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