Measuring Effects A New Perspective
Monitoring Advertising Performance
Tim BowlesAudits of Great Britain
Target marketing is the phrase on everyone's lips, and the enthusiasm for target marketing is driven by a number of developments in the market and media world. At the same time as we are experiencing a fragmentation of the media, with the development of additional broadcast channels, cable TV, satellite and a new generation of newspapers, we are also seeing a corresponding fragmentation in consumer markets. In branded goods much of the profitable growth in recent times has been centred on the development of...