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| Author: | Poltrack, D. F. Bowen, K. |
| Title: | The future is now: in pursuit of a more efficient and effective media strategy |
| Journal: | Journal of Business Ethics
2011 : JUN, VOL 51:2, p. 345-355 |
| Index terms: | consumer behaviour television advertising advertising segmentation marketing strategy |
| Freeterms: | The Cambridge Group CBS Corp. |
| Language: | eng |
| Abstract: | The paper introduces a new system for planning a more effective and efficient television advertising mix. "Prime prospect" allows marketers to see the whole picture - it is a holistic view of the marketers' core prospects with regard to media consumption. The system allows marketing practitioners to move beyond segmenting customers based on pure demographics (demographic reach), to profiling customers as consumers of media (quality reach). To create the system, The Cambridge Group and CBS Corp. conduct together an online survey involving 7000 consumers, to find out the consumers' general lifestyle attitudes, cross platform media demand, technology involvement and media consumption behavior. |
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