Consumer behavior

by Schiffman, Leon G.

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Full title :Consumer behavior / Leon G. Schiffman, Joseph L. Wisenblit.

Summary

Our guiding principle in writing this edition has been the leaping progress towards the inevitable synthesis of media, entertainment content, and marketing. Not long ago, marketers bought advertising space within information and entertainment content produced by print and broadcast media. Today, media and their contents are often "produced" by consumers. In the past, marketers used media's "audience profiles" in deciding where to place "one size fits all" ads. Today, dynamic-ad-servers customize ads based on consumers' Internet browsing behavior, and marketers use behavioral targeting and employ firms that listen to and analyze what consumers are talking about in social media sites. Marketers that once purchased advertising space in only a few magazines or TV sitcoms, today buy ads through multiple ad exchanges and use predictive analytics that assess the effectiveness of their ads.