Jumpstart Series: Marketers' False Assumptions of Niche Media

When is advertising on toilet stalls not a bad idea?

It turns out that the explosion of advertising options, including backs of toilet stalls, should make marketers nervous for many reasons. According to LSB Brandworks 2011 speaker Byron Sharp, Director of Ehrenberg-Bass Institute for Marketing Science and author of the book "How Brands Grow," niche media and the dream of precise targeting can lead to marketing decisions that do irreparable damage to your brand's growth.

From his extensive study into the science of media targeting, Sharp shows what niche media's real value is in the era of exploding touchpoints and how marketers can use these new advertising opportunities to grow your brand.

In this video, Bryon Sharp reveals the false assumptions about niche media that could inadvertently lead to a loss of market share. Brandworks University attendees will be able to learn more from Byron about what works and what doesn't to jumpstart growth.

Category:

Education

Tags:

• Brandworks University
• LSB
• Byron Sharp
• Ehrenberg-Bass
• marketing
• niche media
• niche marketing
• advertising
• targeted ads