A Simple Approach to Target Market Advertising Strategy

Describes the application of a simple conjoint-based model to the design of promotional strategies for attracting customers of competitive brands to one's own brand.
  

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...

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