TARGETED PRACTICE URGED IN MARKETING

ATLANTA -- Effective brand marketing today calls for targeted, not mass communications.Fortunately, practical tools for targeting consumer messages and their delivery through the store are just now becoming a reality for manufacturers, said Ron Lunde, senior vice president and director of creative marketing for Leo Burnett Co., Chicago.He said the broader use of new capabilities, such as scan-down

ATLANTA -- Effective brand marketing today calls for targeted, not mass communications.

Fortunately, practical tools for targeting consumer messages and their delivery through the store are just now becoming a reality for manufacturers, said Ron Lunde, senior vice president and director of creative marketing for Leo Burnett Co., Chicago.

He said the broader use of new capabilities, such as scan-down information, will enable brand marketers to construct more effective prom

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