Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 14

One virtue of e-mail advertising is that different messages for the same product or service can be mailed to various customer groups that differ with respect to pertinent buyographic, demographic, or other characteristics. This ability to "mass customize" messages should increase marcom effectiveness, yet a cynic might look at this practice as a bit deceptive-somehow saying different things about your product to different audiences seems misleading. What is your view on this