It’s Personal: Extracting Lifestyle Indicators in Digital Television Advertising
Athens University of Economics and Business
PERSONALIZATION OF TELEVISION ADVERTISEMENTS
Marketing theorists and practitioners have long acknowledged that consumers present diversified needs, and should be treated discriminatively in terms of marketing activities (Dibb, 1998). To achieve one-to-one communication, market segmentation is one of the most important tools used to identify homogeneous groups of consumers and target them accordingly (McBurnie and Clutterbuck, ...