The Future is Now: In Pursuit of a More Efficient and Effective Media Strategy

David F. Poltrack

CBS Corporation

Kevin Bowen

The Cambridge Group

INTRODUCTION

The complexity of today’s marketing and media environment raises a number of challenges. Increasingly, traditional demographic-driven media buys are not in full alignment with how an advertiser defines their core prospects. More often than not, the core prospect is defined by attitudes, motivations, behavior and other demand characteristics. While having demographic correlates, these customer targets are more sharply defined, depending on the category by whether the prospect is more indulgent vs. health oriented, more loyal vs. experimental in nature, more premium vs. value driven, or more technologically savvy vs. tech-averse.