Because marketers are now able to target so many different characteristics so accurately, people have lost all patience for generalized, mass media messages. Consumers expect and demand that your advertising be extremely relevant to them. Say you own a local pet food company and your advertising speaks to women in Tampa who love dogs. If I’m a man in Tampa who loves cats, you might want to create a separate message for me. It doesn’t matter that both target markets can get food for their animals at your store. Consumers want and expect messaging that speaks directly to them, or they will
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