You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract General Mills Looks Beyond TV to Target 'Micro' Markets CMO Mark Addicks, An Ad Age Digital Keynote Speaker, Talks Tactics By E.J. Schultz, Published on March 12, 2014 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.