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| Tekijä: | Smith, J.A. Boyle, B.A. Cannon, H.M. |
| Otsikko: | Survey-based targeting fine-tunes television media planning |
| Lehti: | Journal of Advertising Research
2010 : DEC, VOL. 50:4, p. 428-439 |
| Asiasana: | television advertising advertising media market surveys marketing management consumer attitudes |
| Kieli: | eng |
| Tiivistelmä: | The article considers advertising media planning. Using surveys to identify target audiences as a complement to conventional television program ratings in planning the placement of television advertising is discussed. Determining relative concentration of a product's consumers in mass media audiences is argued as the crucial element in targeting, as it reflects consumer motivation and not likely varies significantly between media markets. A selectivity index measuring the relationship between the product and media use is proposed, and regarded as a metric able to be combined with conventional ratings to measure the target market audience. |
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