Quality Planning - Bridging The Gap Between MArketing And Media Planning
Vivian BeckandJohn Rodenburg, VNU/AdMedia, The Netherlands
BACKGROUND
Developments in Marketing Segmentation
In the past few years, much has been written and discussed about brands, brand values and brand strategies. The emphasis has switched from the target group (popular in the '70's and '80's) to brands and brand related issues in marketing and research. Brands will be the focus point in the coming decennia; the traditional focus on target groups - even when this occurs on the basis of psycho-graphical variables - will become less and less...