When defining a target audience for communications, why is it a good idea to use consumer behavior

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When defining a target audience for communications, why is it a good idea to use consumer behavior with respect to your brand as the primary variable before using variables such as demographics or lifestyle?

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Advertising & Promotion An Integrated Marketing Communications Perspective

ISBN: 978-0070891302

5th Canadian Edition

Authors: Gerorge E.Belch, Micheal A.Belch, Micheal A.Guolla

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Question Posted: Mar 17, 2016 04:26 AM

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When defining a target audience for communications, why is it a good idea to use consumer behavior

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The behavioral variable is considered first for two re...View the full answer

Advertising & Promotion An Integrated Marketing Communications Perspective

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