“Mass Customization” Is Not an Oxy-Moron

Abstract

This is THE most exciting, most challenging time in the history of advertising research. We are sure to see innovations in research during the next several years the likes of which have never before been seen in the field.The focus of advertising research has gone from mass markets to segments to niches. The communications revolution, through which we are living, now is making customization of products, of services, and of advertising possible. As a result, new ways will have to be found to provide the information needed to reach individuals with advertising that impacts them and moves them.