Insight over Analysis

Antony Young

Chapter Chapter 5 in Brand Media Strategy, 2014, pp 61-80 from Palgrave Macmillan

Abstract: Abstract In the media world we are awash with statistics. We love the sanctuary of data. It’s safe. It’s predictable. But does it tell us anything new? Demographics, psychographics, and audience figures distract from the importance of personalizing marketing. Communication should be about focusing on people rather than consumers. People are individuals, new moms, an office worker on her lunch hour, or a young family buying their first new car. They’re not a number on a spreadsheet.

Keywords: Communication Planner; Planning Team; Beauty Product; Account Planner; Creative Agency (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_6

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DOI: 10.1057/9781137447715_6

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