Media Agencies: Will Dart Hit the Target?

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It’s a conundrum that has bedeviled big marketers since the dawn of advertising: How can they make sure they are tapping the right consumers and getting the most from their advertising dollar? Here’s a case in point. Over the last few years, Chrysler Corp. has interviewed some 27,000 potential car buyers as part of its customer-relationship management program. The automaker’s researchers have built a complex database of information regarding the subtleties of car-buying behavior that has gone beyond traditional demographics.

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