FEBRUARYASIA BUSINESS OUTLOOK9IS TARGETED ADVERTISING A COST-EFFECTIVE AD SOLUTION?IMPRESSIONS`Customers can't buy your product if they don't know if it exists' is a saying that has been used a lot in the marketing world, since time immemorial, getting people to notice the existence of your product to the masses was a hard task and it costs a lot. The only means of advertising back in the day were TV and newspaper adverts, and though less popular, billboards were also used. Even today TV and theatre ads get a lot of eyes on your product, and live sporting events have businesses flocking to them to get a 15s slot for huge sums, but only a select few can afford that, in this cutthroat competitive space, it's a Sisyphean task for small businesses to get their ads on a TV or newspaper. But, the arrival of the internet changed everything. You could market your product to your desired audience; you could place yourself in the customer base.The Complexity of Blanket AdvertisingWith the intricacies involved in a business, it no doubt takes a lot of capital just to develop your product and fine-
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