Consumer Marketing 2014-2015 by Richard K. Miller, Kelli Washington

By Richard K. Miller, Kelli Washington

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CMOs overwhelmingly indicated that they intend to make great strides to overhaul and reinvent the way they work with their customers. The following are other findings of the study: • Fifty-four percent (54%) of C-suite executives said that they want to target customers as individuals within the next three to five years. To close the customer intimacy gap, many businesses are relying on digital technologies to boost engagement, create a one-to-one dialogue, and provide a superior experience. • One-third of CEOs worry that the rest of the C-suite is out of touch with customers.

Com) Newspaper Association of America, 4401 Wilson Boulevard, Suite 900, Arlington, VA 22203. (571) 366-1000. 7 billion _________________________________________________________________ “Outdoor advertising is one of the few traditional media channels forecast to grow over the next few years. Much of the growth comes from a switch away from paper and neon to digital billboards and posters. ” The Economist, 1/26/13 _________________________________________________________________ According to OAAA, four distinct factors are driving change in the outdoor industry: consolidation, media fragmentation, modified consumer habits, and technological advances.

Adult. S. adults who fall into the same income category. 7 Place-Based Advertising In addition to exposure while driving, consumers view place-based advertising while at airports, restaurants, retail stores, movie theaters, sports venues, and other locations. These exposures to advertising are assessed in Chapter 10 of this handbook. 8 Market Resources Outdoor Advertising Association of America, 1850 M Street NW, Suite 1040, Washington, DC 20036. (202) 833-5566. 1 Overview Digital place-based advertising is thought to be the fastest growing medium after search.

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