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Firms have developed new strategies to deal with this changing environment. Due to media fragmentation and new communication channels firms have the know-how and the means to precisely target advertising to segments of consumers within a market. Fragmentation of media makes the environment and measurement of media more complex than ever. Simultaneously usage provides challenges for measuring media. New technology complicates measurements. Advertisers have a challenge in determining where to make their media investments. This has critical implications for firms. How much should a firm pay to target advertising messages precisely? Will better targeting lead to higher or lower advertising expenditures? Are there ethical issues that need to be considered given the increased effectiveness of marketing communication? This paper presentation studies each aspect of different forms of media fragmentation and how consumers and advertisers are affected with the same...
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