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On Target

When your audience is diverse, a personalized approach to advertising works best.

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This story appears in the April 1997 issue of Entrepreneur. Subscribe »

Let's say you've got a product that appeals to a number of different audiences and you want to target each audience's needs individually in your advertising. What's your strategy?

If you're running a giant company like Microsoft, it's blitzkrieg. You can do a media fan-out that includes ads in 50 different industries' publications, from printing to paving to plumbing, from florists to furniture to freight. No problem.

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