There was a post on Retailwire today regarding the bombardment of advertising that consumers are subjected to every day. Ben Ball, SVP, Dechert-Hampe included the following as part of his comment on the article:
"It is cheaper and easier to buy thousands of "impressions" especially online, than it is to do the targeting work that enables delivery to a more select -- and interested -- audience."
Now isn't that the truth! By putting advertisements anywhere you can, just 
because you can, you not only do a disservice to the consumer, but also to your own business. By targeting everyone, you are actually targeting nobody at all.
Taking the time to do a little bit of research about your target audience will give you a bigger return on your advertising dollar every single time. And it doesn't always mean spending more money. In fact, when advertising on the internet, there is even a way that you can spend less money, and obtain a better click-to-conversion rate!
