To compete more effectively with other social media platforms such as Facebook, Instagram, and Twitter, Snapchat is enhancing the advertising …
Messaging App Snaps Up Advertisers with New Enhancements
18 Tuesday Sep 2018
Category Archives: Chapter 09: Segmentation, Targeting and Positioning
JC Penney Looks to Woo Older Female Consumers to Reenergize Brand
14 Friday Sep 2018
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Long a familiar anchor store in malls across America, JC Penney more recently has floundered, cycling through three CEOs in …
Creating a Market for a New Segment: How Worthy Establishes the Value of Its Services for Divorced People
14 Wednesday Feb 2018
Conventional segmentation strategies might distinguish singles from families. But the auction site Worthy goes a step further, specifically targeting people …
Just a Little Bit Creepy, or Way Too Far? How Spotify and Netflix Are Using Their Highly Specific Data Analysis Results
06 Tuesday Feb 2018
Consumers might say they know that streaming services, such as Netflix and Spotify, gather lots of data about their preferences …
Switching the Target Market for the Switch: Nintendo’s Pursuit of More Mature Audiences
30 Thursday Nov 2017
In March, Nintendo introduced a new device, the Switch, which is a hybrid, handheld console with a distinct operating platform. …
Rivals Cook Up New Business with Fresh Ad Campaigns
29 Wednesday Mar 2017
The competitive landscape for meal delivery kits is heating up! Both Blue Apron and Hello Fresh are planning new advertising …
Girls as Gamers: The Untapped Revenue Potential of Women in Esports
17 Tuesday Jan 2017
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Revenues in the video game industry are expected to surpass $8 billion worldwide by 2018. But even with this remarkable …
Turning the Draft Tables: The Latest Chunky Soup Campaign with the NFL
10 Monday Oct 2016
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Millions of U.S. football fans participate in fantasy leagues, both casual and structured, for fun or for money. They know …
Using Antibiotics Proudly: Sanderson Farms Distinguishes Its Brand by Going Against the Grain
28 Wednesday Sep 2016
Antibiotics for poultry are bad, right? That seems to be the consensus, based on retail packaging that touts the products’ …
The Large and Growing Market of NotMoms
26 Friday Aug 2016
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In general, women tend to make most of the purchases and buying decisions in households. Accordingly, marketers have long targeted …