Addressable Media is a direct marketing communication channel that enables personalized messaging to individual consumers or households based on their specific attributes or behaviors, distinguishing it from broad, undifferentiated media by its capacity for precise audience targeting and response measurement.
5
Publications
563
Citations
9
Authors
4
Institutions
Publications per year
2017–2026
2
Parents
Publications
5
Interactive Marketing: Exploiting the Age of Addressability
John Deighton, Robert C. Blattberg · 1991 · 425 citations
1–5 of 5
Authors
9
- MR
1
h-index
- JD
1
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- PR
1
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- CR
1
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- AJ
1
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1–5 of 9
Institutions
4
University of Wisconsin–Madison
Madison, United States
1 h-index
2 publications
66 citations
University of Wisconsin System
Madison, United States
1 h-index
1 publications
33 citations
Villanova University
Radnor, United States
1 h-index
1 publications
12 citations
West Virginia University
Morgantown, United States
1 h-index
3 publications
117 citations
1–4 of 4
Venues
- International Journal of Advertising
IJA · 1 publications · 12 citations
1
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- International Political Science Review
RISP · 1 publications · 54 citations
1
h-index
- Chaos An Interdisciplinary Journal of Nonlinear Science
1 publications · 39 citations
1
h-index
- Journal of Marketing Research
1 publications · 33 citations
1
h-index
1–4