NEW MARKETS, NEW MEDIA

摘要

A quick scan of advertising, public relations, and marketing trade journals like Adweek, Brandweek, and Public Relations Tactics quickly reveals that producers of consumer goods and services are increasingly using niche marketing strategies and methods to reach specific groups of potential buyers. Crest designs toothpaste flavors and packaging to attract Latinas; Dodge puts juice-box holders in their minivans to appeal to moms; boomers are targeted via email for wealth management services. Thanks to the Internet and new online technologies, marketers are also expanding the variety of ways they connect to consumers. An ad campaign no longer solely consists of print advertising and television and radio spots-now there are web sites, blogs, email campaigns, webcasts, instant messaging (IM) ads, syndicated web feeds (RSS), and ppdcasts to consider when looking for the right mix of media outlets.