audience size, circulation, or number of addresses.
Money spent on mass media is in dollars per each
thousand people in the estimated audience.
This pricing metric is called cost per thousand and
is often abbreviated CPM.
Micromarketing As mass media lost its effectiveness (new and improved!), one approach was to divide a pool of potential customers into segments. This is called market segmentation . Targeting very small market segments is called micromarketing . Micromarketing is expensive using traditional means, but more cost effective on the Web.
The degree to which the product offer utility to a
potential customer. The customer must be able to
see themselves purchasing and using the product.
Perceived value The product must have some identified value. Products can be different than others and people can see themselves using it, but it may not have values that they desire. Example: Subway sandwich ads comparing fat values of their product to those found in BigMacs.
Emotional branding Ted Leonhardt: “Brand is an emotional shortcut between a company and its customer” Emotional appeals work well on television, radio, billboards, and print media since the viewer is a passive recipient of information. On the Web it is easy to click away from emotional appeals.