Lifestyle and customer databases. The impact of research
Andy Brown and Anne Mackay, BMRB International, United Kingdom.
INTRODUCTION
In a world of fragmenting markets, both in terms of products and/or brands being promoted and media vehicles used to reach the intended audiences, it is not surprising that the marketer has had to devise more complex and sophisticated targeting techniques. Whilst above the line advertising expenditure is still greater than expenditure on below the line activity (see Table 1), the rate of growth of the latter has been significantly faster. Coupled with the rapid growth in such...