LIKELY Bianco The Vanishing Mass Market-OUTLINE

LIKELY Bianco The - Bianco The Vanishing Mass Market Bus Wk July 2004 The Vanishing Mass Market I James R Stengel P&G a Tide Old Spice not mass

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Bianco, The Vanishing Mass Market, Bus Wk, July 2004 “The Vanishing Mass Market” I. a. Tide, Old Spice: not mass market brands b. All brands are targeted II. a. Shift from mass marketing to target marketing (becoming relevant to more specific group) b. MCD: 1/3 of marketing on TV (2/3 five years ago) (McDonald's Light, "we've had a change from 'I want to be normal' to 'I want to be special.") i. Upscale- Black men ii. Foot Locker- men iii. Oprah, Marie Claire- Women iv. M. Lawrence Light: “Big marketer, not mass marketer” III. Reasons a. Diversity of marketplace; need to customize b. Fragmented consumer base i. increasingly heterogeneous marketplace c. Shift from TV to internet and other media i. Prime-time TV and newspaper have been declining since the 70’s ii. In the 1960s, an advertiser could reach 80% of U.S. women on big networks iii. Today, an ad would have to run on 100 TV channels iv. PDA, internet, Xbox, etc. pulling viewers
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v. Even as prime-time ratings fell by 41.5% from 1977 to 2003, network
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This note was uploaded on 04/23/2010 for the course FINA 8645 taught by Professor Smith during the Spring '10 term at Rensselaer Polytechnic Institute.

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LIKELY Bianco The - Bianco The Vanishing Mass Market Bus Wk July 2004 The Vanishing Mass Market I James R Stengel P&G a Tide Old Spice not mass

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