As the media landscape has evolved over the past few
years, especially with the emergence of interactive and
social media, the philosophy of advertising is significantly
changing. Most businesses realize that the days
when they relied on three national networks (ABC, NBC,
and CBS) and a few national newspapers to advertise are
gone; thus, they begin to find alternatives to standardized
advertising. Many of them begin to adopt more
individualized advertising approaches, empowered by
Internet technologies.
This book outlines three fundamental strategies of advertising:
standardized, targeted, and individualized. It
describes each strategy in detail and discusses the pros
and cons of each. The importance of collecting consumer
insights and incorporating those insights into advertising
messages are also highlighted. Although a few high-technology
companies, such as Google, Facebook, and
Amazon, are showing success in delivering individualized
advertising messages to consumers, this approach (including
both personalization and customization) is not suitable
for all businesses. No single strategy is absolutely more
effective than the others; however, inside you are given a
real strategy based on a scrutiny of the value proposition of
the business and expectations of consumers.
