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A Closer Look (Advertising: Mass Marketing) Part I #183871

ABC Evening News for Monday, Nov 22, 1999
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(Studio: Peter Jennings) Mass marketing aimed at the consumer via all kinds of media featured; sample ads shown; statistics cited on ad dollars. [Wharton School of the University of Pennsylvania professor David SCHMITTLEIN - cites the aim of advertising.]

(West Paterson, New Jersey: Ned Potter) The age of targeting marketing examined. [Advertising Age magazine Bob GARFIELD - says "big brother" is Procter and Gamble; suggests how well marketers know us.] The collection of consumer information in a West Paterson, New Jersey, supermarket shown. [Direct Marketing Association CEO Bob WIENTZEN - comments on data.] [University of Pennsylvania professor Joseph TUROW - explains how pitches are tailored to the consumer.]

(Studio: Peter Jennings) Tomorrow's segment previewed.

Jennings, Peter;
Potter, Ned

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