Targeted+Advertising_Targeted+Marketing

Targeted advertisement - is an advertising that targets its customers basing on such traits as demographics, behavior, content and etc.
Targeted marketing - segmentation, targeting and positioning.

Description

 * Targeted Advertisement **

Demographic-based advertisement reaches its consumers basing on the traits like age, gender or geographical group.
====Content-based advertisement is more about targeting consumers with specific interests. The computer program scans visited webpage for some key words and then places advertisements related to these words.==== __Benefits:__
 * For consumers: Consumer sees ads that are useful + he is not irritated by unwanted ads.
 * For advertisers: Ads will be targeting those who have preference to buy their (advertisers) product. This leads to a higher profit.

__The “Who”: Demographics __ Age, gender, family size, education level __The “Where”: Geographic__ Zip code, size of the area, population __The “Why”: Psychographics__ Lifestyle information, preferences, why they buy certain products __The “How”: Behavior __ All customers are buying products to fulfill a need, but how do they regard that need?
 * Targeted Marketing **
 * Segmentation - grouping people/customers according their common needs. Make sure that people within one group will respond in the similar way to marketing action. E.g.:
 * Targeting:
 * 1) Undifferentiated targeting - market is a one group which doesn't require any specific products due to different interests.
 * 2) Concentrated targeting - selecting and focusing on one particular type of market.
 * 3) Multisegment targeting - selecting and focusing on more than two particular types of market.


 * Positioning - is a process of developing a product and its image in the mind of customer.

Specific examples
Online Ad Targeting: "Ever feel like a product you've been researching online is following you around the web? Get an in-depth look at how companies are able to target ads to users who may already be interested in their products and services." media type="youtube" key="8uIohJxot-k" width="560" height="315"Figure 3

Segmentation, Targeting and Positioning - McDonald's media type="youtube" key="RcRFBVIvJHw" width="560" height="315"Figure 4

Additional contributions
Investment advisor Jack Myers and Wiredset CEO Mark Ghuneim warn against behavioral targeting, the advertising practice of displaying ads based on user activity. Many terms of service agreements, they say, grant websites permission to save and sell personal information. media type="youtube" key="jXoDSu12ces" width="560" height="315"Figure 5

Resources

 * Barrett, M., & Schroeder, P. (2014, December 1). What is targeted advertisement. Retrieved December 4, 2014, from http://www.wisegeek.com/what-is-targeted-advertising.htm
 * Figure 1. Pezzano, M. (2012, January 9). Advanced Facebook ads: Targeting by doing -. Retrieved December 4, 2014, from http://www.youngdigitallab.com/en/facebook/advanced-facebook-ads-targeting-by-doing/
 * Figure 2. Clayton, T. (2014, March 16). Target Marketing Process. Retrieved December 4, 2014, from https://gdblogs.shu.ac.uk/b1005623/2014/03/16/target-marketing-process/
 * Figure 3. Online Ads 101: Online ad targeting. (2013, September 12). Retrieved December 4, 2014, from https://www.youtube.com/watch?v=8uIohJxot-k
 * Figure 4. Segmentation, Targeting, and Positioning - McDonald's. (2013, March 6). Retrieved December 4, 2014, from https://www.youtube.com/watch?v=RcRFBVIvJHw
 * Figure 5. Behavioral Targeting: Ads That Track Your Web Activity. (2009, November 11). Retrieved December 4, 2014, from https://www.youtube.com/watch?v=jXoDSu12ces
 * Segmentation, Targeting & Positioning. (2014, January 1). Retrieved December 4, 2014, from http://toolkit.smallbiz.nsw.gov.au/part/3/10/49