It’s Personal: Extracting Lifestyle Indicators in Digital Television Advertising

George Lekakos

Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers’ preferences or interests.

It’s Personal: Extracting Lifestyle Indicators in Digital Television Advertising

George Lekakos

Athens University of Economics and Business

PERSONALIZATION OF TELEVISION ADVERTISEMENTS

Marketing theorists and practitioners have long acknowledged that consumers present diversified needs, and should be treated discriminatively in terms of marketing activities (Dibb, 1998). To achieve one-to-one communication, market segmentation is one of the most important tools used to identify homogeneous groups of consumers and target them accordingly (McBurnie and Clutterbuck, ...

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