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What is “Total Market”?

March 6, 2014

By Bill Duggan, Group EVP, ANA

There’s been a lot of buzz in the marketing/advertising industry about “total market.” But what does that mean? At a recent ANA meeting with a group of multicultural marketing thought leaders, here’s what we heard from client-side attendees:

The above perspectives came from an exercise at the start of a meeting where we asked attendees to write down their definition of “total market.”  Thanks to AHAA and the Cross-Cultural Marketing & Communications Association for helping to spark discussion at this meeting. ANA looks forward to working with the broader industry to help provide some guideposts on “total market” marketing and to also share relevant examples. We’d be very interested If there are examples out there that anyone would like to share.

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