Spot On

ALLISON FASS

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Spot On

机译：发现

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Last year about 1.7 million los angeles residents got a cable TV ad pitching a $47 box of chocolate-covered strawberries from 1-800-Flowers. Some of their neighbors got a different offer: a stuffed bear with honey candy for $20. The experiment in target marketing was a success, generating double the order rate of the standard one-pitch-fits-all cable ad. Now an architect of this kind of narrowcasting, Seth Haberman, wants to take the concept a lot further. Why not have a cable system run, instead of just a few different commercials, thousands of variations? Given today's technology, he says, you could even run an ad aimed at a single household.

机译：去年，大约有170万洛杉矶居民收到了有线电视广告，宣传一盒47盒装1-800-Flowers巧克力的草莓。他们的一些邻居得到了不同的报价：一头加蜂蜜糖果的毛绒小熊花了20美元。目标行销的实验取得了成功，产生了标准的“一键通”的有线广告订单率的两倍。现在，这种窄播的架构师Seth Haberman希望进一步推广这一概念。为什么不运行电缆系统，而不是运行数以千计的变化而不仅仅是几个不同的商业广告？他说，利用当今的技术，您甚至可以针对一个家庭投放广告。

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来源
《Forbes》 |2003年第13期|p.140|共1页
作者
ALLISON FASS;
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收录信息美国《科学引文索引》(SCI);
原文格式 PDF
正文语种 eng
中图分类世界经济问题;
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