What is the optimum amount of targeted advertising?

Matthew Mee, Nigel Shardlow and James Allen

Compares performance of targeted advertising vs. broadcast in the men’s razors and laundry detergents categories.

Consumer packaged goods (CPG) marketers face two particularly testing challenges today, in the shape of pressure to ever more efficiently drive brand growth in a slowing economy, and markets that are constantly shifting as a result of changes in the retail environment.

Precision marketing is vaunted as a tool to help marketers deal with these challenges. It promises an improved capability of reaching audiences that are most responsive to advertising, wherever they are, and hence reducing the number of messages wasted in a campaign.

The claims made for precision marketing have long been in the sights of Byron Sharp and...

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