Segmenting Not Marketing

Article Abstract:

Media should support marketing. Somehow, marketing people are confusing marketing with media execution. Marketers are segmenting products that may not fit the segmentation mold. Media that can reach a narrow market is being used for products that could serve a broader market. A small market does not have to imply a segmented market. A magazine may be aimed at a segmented audience, but the audience may not necessarily use only segmented products.

Marketing, Market segmentation

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To cut or not to cut?

Article Abstract:

Wesley Rosenberg's rational for starting up an advertising campaign in the current economic conditions. The McGraw-Hill and Cahners report is used.

Finance, Advertising campaigns, Roseberg, Wesley

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Marketing paradox: fewer teens, more spending

Article Abstract:

The spending habits of teenagers and its effects on advertising.

Economic aspects, Forecasts and trends, Advertising, Population, Children as consumers, Child consumers, Clark, E.J., Fabian, George

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