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...