chapter  3
Establishing the Analog Currency for Network TV Audiences: The People Meter Initiative
Pages 15

During the 1980s, U.S. advertisers and marketers continued to center their efforts on consumerism seeking increasing degrees of precision targeting. In an era of product deluge, saturated markets, loss of consumer buying power, and zero-growth population, marketers fight for their slice of a mature economic pie. To do this, advertisers need to further identify market segments and “rifle” desired products to designated segments with maximum efficiency and effectiveness.