Precisely-Targeted Advertising — Exhibit A

In the Men’s Room on the 300 level of the Rose Garden Arena in Portland — over a urinal — is a sign with this headline:

“You’re Back Again.”

The ad is for Flowmax, a pharmaceutical product for men with prostate-related urinary symptoms.

Dan Kennedy calls this “message-to-market match.” If you’re Flowmax, the people you’ll pay the most to talk to are men who need to pee. To reach those people — and only those people — you can’t do much better than the Rose Garden Men’s Room.

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