Journal ArticleDOI
A New Role for Psychographics in Media Selection
Hugh M. Cannon,G. Russell Merz +1 more
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TLDR
The authors evaluated the performance of a set of psychographic variables as mediators of the media-market relationship, and discussed the implications of this performance for media selection theory, and concluded that psychographics might also be used for this purpose.Abstract:
Most media selection problems involve some kind of matching between media audience and target market membership. As a rule, this matching is done indirectly, using demographics as mediating variables. Recent studies have suggested that psychographics might also be used for this purpose. This study evaluates the performance of a standard set of psychographic variables as mediators of the media-market relationship. It then discusses the implications of this performance for media selection theory.read more
Citations
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Evaluating the Audiences of the New Media
TL;DR: In this paper, the authors present a model which analyzes audience similarities and differences between new and conventional media and present directions for planning, research and the immediate future of cable advertising.
Journal ArticleDOI
The impact of media fragmentation on audience targeting: An empirical generalisation approach
Karen Nelson-Field,Erica Riebe +1 more
TL;DR: In this paper, a broad range of audience member characteristics, multiple media types, two countries and three years of data was used to investigate the success of media in attracting specialist audiences.
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Evaluating the Profile-Distance Approach to Media Selection
TL;DR: This study evaluates Sissors' profile-distance approach to indirect media-market matching, and the results support the validity of the method, but raise questions regarding its value relative to other approaches.
When do demographics help in media planning
TL;DR: A method for determining when simple demo-graphic indirect matching can beused is proposed, and several alternatives are suggested for the media planner to use when indirect matching does notappear promising.
Journal ArticleDOI
The usage of media across product classes: the influence of demographics and psychographics
TL;DR: In this article, the authors investigated the differences in the types of media used for four product classes, and examined the effect of respondent's demographics and psychographics on the type of media.
References
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TL;DR: The author reviews the current status and recent advances in segmentation research, covering segmentation problem definition, research design considerations, data collection approaches, data analysis procedures, and data interpretation and implementation.
Journal ArticleDOI
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TL;DR: In this paper, most techniques of market segmentation rely only on DESCRIPTIVE factors pertaining to purchasers and are not efficient predictors of future buyer behavior, and the author pro...
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TL;DR: In this article, a review article attempts to identify and group these factors, and sources of measurement data on these factors are identified and techniques are used to group them into different groups.