A Simple Approach to Target Market Advertising Strategy

Paul E. Green
 and 
Abba M. Krieger

INTRODUCTION

As marketers face increasing brand competition, both domestic and world-wide, considerable activity is being spent on the development of targeted advertising appeals that attempt to attract customers of competing brands to one's own brand. Sometimes this is done by side-by-side comparative advertising. In other instances, the tactics maybe less direct, although the intent is the same – to develop promotional appeals that can lure competing brands' customers into switching to the firm's brand.

Intuitively, the attracting firm would like to choose an appeal that emphasises benefits/features on which its brand is superior to the buyer's current brand. The makeup of superior benefit bundles could, of course, differ across competing brands. Hence, the attracting firm frequently designs advertising messages that are tailored to buyers of specific competitive brands.