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Answered 2007-11-27 13:45:03

The shotgun theory simply means marketing to the masses, rather than selecting a specific target market. An example of shotgun marketing would be to simply place and advert on primetime television, without focussing on any specific audience (target market). The rifle theory refers to mroe specific target marketing where specific audiences/customers are focussed upon. For example a company produces a podcast (advert for ipods) aimed at teenagers. Not only will the message be relevant to this specific audience but so is the medium. So it is basically mass marketing and target marketing.

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