An e-commerce company sends a personalised ad for running shoes specifically to users aged 20–35 who have searched for 'marathon training' in the last 30 days, using their browsing and search history. This is an example of:

Correct Answer: B) Micro-targeting — using granular behavioural/demographic data to reach a narrowly defined audience segment  —  the ad uses granular behavioural and demographic data (age range plus recent search activity) to reach a precisely defined, narrow segment — the defining feature of micro-targeting. Why the other options are excluded: • A (mass marketing) involves reaching a broad, undifferentiated audience with one message — the opposite of the narrow, data-driven targeting described. • C (guerrilla marketing) refers to unconventional, low-cost, high-impact promotional tactics (e.g., street stunts), unrelated to data-based ad targeting. • D (public relations) involves managing public perception through earned/non-paid media, not personalised paid advertising. Example (Pension Sector): PFRDA could similarly use CRA subscriber-registration data to identify a specific age/income/city segment and send them a tailored message about the NPS Tier-II tax benefit — an applied instance of micro-targeting in the pension sector.