"Cool Hunters" Target Advertising
By AAN Staff
december 2, 2003 10:28 am
The question haunting Madison Avenue these
days is, to paraphrase Sigmund Freud, "What do
consumers want?" As changes in demographics
and lifestyles accelerate, consumer behavior is
becoming increasingly difficult to predict. More
people are surfing the Web, fewer are watching
the tube. And a many are becoming more
skeptical toward advertising in general. As a
result, advertising agencies are scrambling to
understand and predict consumer behavior, the
better to serve their marketer clients. The goal is
to identify and forecast trends and patterns before
they enter the mainstream and become obvious.