The fog of battle

Erwin Ephron

Discusses media targeting: the technique for reducing cost by directing messages to those most likely to buy the brand.

The fog of battle

There are different methods of targeting TV campaigns and their value varies enormously. Erwin Ephron analyses the pros and cons of each

Erwin Ephron

Advertising uses words of war. Campaigns, flights, bursts, targets. While this is not an original thought, it is apt since this article deals with targeting. In the Gulf War we were led to believe that missiles were guided by precision targeting equipment - the accuracy was, in fact, questionable. In the media, as in the military, targeting has been vastly oversold.

Targeting, reach/frequency and cost per thousand (CPM) are the tools of...

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