Abstract
Marketing communication has evolved over the years into a more systematic and dynamic process, leading to advertisers taking advantage of targeting options to get targeted advertisements placed before users of various media platforms. While targeted advertising has been widely viewed and approached from informatics and business management disciplines, it is essential to emphasise the fact that targeted advertising is fundamentally a communication activity. This paper examines the nuances of targeted advertising, providing a contextual definition of targeted advertising as a communication activity and presented a graphical representation of the communication process of targeted advertising, which placed the New Media at the centre of the process. The paper also discussed how the New Media are influencing targeted advertising, particularly in developing economies like Nigeria and concluded by stressing the need for business owners, more importantly micro, small and medium entreprises to leverage on the peculiarities of targeted advertising to enhance business exposure, growth, and development.
Details
Presentation Type
Theme
KEYWORDS
DIGITAL LANDSCAPE, MARKETING COMMUNICATIONS, NEW MEDIA, TARGETED ADVERTISING, SMALL BUSINESS
