lba, as a form of direct marketing, allows marketers to reach specific target audiences. bruner & kumar (2007) state that lba enhances the ability to reach people in a much more targeted manner than was possible in the past. for example, if a customer has purchased a "harry potter" movie from a dvd/cd rental store and subscribed to the store's lba program, he can expect to receive a message on his mobile phone about the release date of the next "harry potter" movie, including a movie sample, while he is on the train going back home.