Beyond age/sex targeting

Jan 20, 2003  •  Post A Comment

In an earlier life I was the media planner for a regional line of bathroom tissues. In a fit of hardheaded cost-consciousness, the company replaced its marketing-savvy division head with a manager from the comptroller’s office. At our first meeting, when I presented the media plan with its traditional women 25 to 54 package goods target, his initial reaction was to question why I was directing media to such a narrow group, when “everyone uses bathroom tissue.” Apparently, the disciplines we take for granted are not obvious to the uninitiated.