Advanced, customizable advertising that better targets relevant consumer and purchasing groups is one aspect of addressability. The message itself -- the content and creative of the targeted ad -- must also speak to the viewer in a more engaging manner to form a greater connection.
This week we examine those terms that apply to the craft of the message itself and the ways in which messages and products can become more targetable and relevant to viewers.
Versioning
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See also: Quality Discrimination
CIMM DEFINITION : The process of adding aspects or qualities to products, services, software, etc. to make them unique, improved, upgraded, customized or otherwise targeted.
Version Control
See also: Versioning
CIMM DEFINITION : Considered the same as versioning.
Quality Discrimination
See also: Versioning
CIMM DEFINITION : The process by which consumers self-direct themselves into categories based on preferences or behaviors. For example, consumers who are willing to pay more for a product versus those who are more price-conscious
Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.