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Public interest groups are increasingly suggesting that access to the mental space targeted by adver- Demographics targeting vs. behavioral targeting: off-line marketers typically segment their marketsire, and then builds the product or service. Marketing theory and practice is justified in the belian increasing ability to reach specific audiences. In the past, the most efficient way to deliver a Paul McManus, the Creative Director of TBWA\Europe in the late 90's summed up advertising as being "rategy - indeed, it was perhaps the main theme of the book by Peters and Waterman, in the form of th 1950s.
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