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In the Mood

When and where does your advertising work best? Use these contextual-advertising tips to set the scene and snag prospective buyers.

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This story appears in the August 2005 issue of Entrepreneur. Subscribe »

Today, the hottest new marketing watchword is context. Instead of blasting your customers with a generic message in mass media, it's essential to reach them when they're in the right frame of mind--and most likely to take action on your message.

Program and message customization are vital due to the "demassification" of America. And consumers have unfettered access to media that's brilliantly tailored to their needs. For entrepreneurs, this new age of specialized media has brought about vast opportunities for better-targeted communication with customers.

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