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Targeting Myth Markets In The New Interactive Landscape

In the old days of classic advertising, everyone’s goal was to “capture mindshare”: to convince select groups of discriminating and deliberative demographics that a certain product or service was logically a better purchase than its competitors. The features of mind share marketing included abstract and dry business school buzzwords, such as “unique selling propositions”, “conversion targeting” and “long term buying premises” – all very useful concepts, particularly if you happen to be selling shaving cream. Or car tires. Or lumber.

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