Addressable TV-reklame

Addressable TV-reklame


Et annonceformat, der kombinerer den klassiske TV-reklame med 1:1-kommunikation til den enkelte husstand. Formålet er at målrette en virksomheds budskaber direkte til den primære målgruppe. Annoncøren kan målrette annoncer ud fra demografi, køn, alder og geografi.

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Et strategisk initiativ, der har til formål at en virksomhed aftager sine varer eller serviceydelser på et givent marked. Definitionen på markedsføring er mange - her et uddrag:. . Kotler & Armstrong: “The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”. . Bennett: “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”. . Armstrong et al.: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.”. . Jefkins: “Marketing is in the communication business - call it branding, labelling, advertising, research, public relations, instruction manuelas, what you like; it is not easily tucked away in one of the 4 Ps (Product, Price, Place or Promotion), although much of it has to do with the promotional P. Nevertheless, if we take a broad view of marketing communications, it cannot be compartmentalised or used as an umbrella: it flows like a telephone cable linking up numerous users.”. . Glynn & Barnes: “Marketing is the establishment, maintenance and enhancement of mainly long-term profitable relationships with customers and other stakeholders. This is achieved by an on-going mutually beneficial exchange process, including the fulfillment of promises, and is facilitated by the application of the marketing mix.”