Wow. Our experiment is off to a great start—let's see if we can finish it off sooner than expected.
An article in a recent issue of American Demographics concluded, "The ultimate aim of the new phase of marketing is to reach consumers with specific messages about how products and services tie in to their personal lifestyles." The shirt company Phillips-Van Heusen seems to have taken this strategy to heart, pairing standard shots of its conservative shirts with tag lines tailored to fit. Does the $8 million campaign, custom-targeted to such editorially distinct glossies as Martha Stewart Living and GQ, work? You decide: