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¶ … programs result in greater "targeting" of advertising, or are they just as mass market in nature as television ads?
The 'marketing' of malware programs can involve either a mass or niche marketing approach, depending on the nature of the applications designed to track browser activity or the 'free' offers used to seduce internet users into handing over their personal information. One of the examples provided in the case study is the 10-year-old girl who navigates to a game site, only to be confronted with pop-up ads. If the games offered through the website appeal only to a limited age group, and the pop-up ads are designed to target this age group, then this would be an example of niche marketing. On the other hand, if the website offered games that appealed to all ages and the pop-up ads were designed accordingly, then this would represent a mass marketing strategy. Another example provided in the case study is the 'Crush Calculator' delivered to MySpace and Facebook users. Without knowing more about this application, the target market would probably be anyone old enough to have gone through puberty and would therefore represent a mass marketing approach.
The 'Ambush Advertising' engaged in by Claria is a form of niche marketing, because internet users would be confronted by competitor pop-up ads after navigating to a defined product or services website. The example provided in the case study is an OfficeMax pop-up ad appearing over the Staples website. Although a percentage of people navigating to the Staples website could be merely 'window' shopping or doing research on products and prices, this is still far from a mass marketing approach. The negative attribution unwelcome and irritating pop-up ads could be garnering from some users though, could be undermining any advantage that niche marketing provides to an ambush advertising strategy. For example, young kids might not be as annoyed as older adults by the intrusiveness of ambush advertising.
Mark Solon, former President of the Board of Directors of the Discovery Center of Idaho, currently serves on the Idaho Business Coalition for Education Excellence. These four men, along with six others noted on their Web site, manage TopTenREVIEWS, Inc. ("Cell phone providers," 2008). The following four categories denote criteria TopTenREVIEW used to evaluate cell phone providers: Feature Set:...variety of options, including call waiting, call forwarding, Bluetooth (internet connectivity), text messaging
Programme Name An Insight Segmentation and Targeting Marketing Reaching the Customers Market Implications Al Ain Poultry was among the pioneers who introduced the concept of supplying fresh poultry and eggs in United Arab Emirates in 1981. In the past 3 decades the company has established its name as a provider of fresh high quality poultry products and has come a long way in satisfying its customers and creating goodwill. The main headquarter is situated in Al-Ain
..While older children and adults understand the inherent bias of advertising, younger children do not, and therefore tend to interpret commercial claims and appeals as accurate and truthful information," said psychologist Dale Kunkel, Ph.D., Professor of Communication at the University of California at Santa Barbara and senior author of the task force's scientific report. (Kunkel, et.al, 2004) The Lego ads, when seen by younger children who "do not understand persuasive intent
Television Advertising on 20-Something Females Effectiveness of Television Advertising Television is a traditional, yet the largest communication medium used by business corporations to promote their products and services to their potential customers. Advertisements done on television reach large target audience in both urban and rural areas. Every television advertisement has a specific target audience which constitutes the most potential customers for the company. The response rate and reaction of audience to
(Snyder & DeBono quoted in Kjeldal 2003, Introduction section, ¶ 6). The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system. 2. Decision Making Process Theories Dr. Bonnie Halpern-Felsher (2009), an Associate Professor at
The same can also be said of corporate organisation that has in their possession accumulated research capacity which enables it to deliver unique products and services from its competitors. 1.2.7 To increase market share. Advertising can also be used to increase the market share of an organisation resulting from the acceptance of the products but the consumer and subsequent recognition of the brand. 1.3 FUNCTIONS OF ADVERTISEMENT Advertising as a promotional mix element