haku: @indexterm SEGMENTATION / yhteensä: 227
viite: 109 / 227
| Tekijä: | Smit, E. G. Neijens, P. C. |
| Otsikko: | Segmentation Based on Affinity for Advertising |
| Lehti: | Journal of Advertising Research
2000 : JUL-AUG, VOL. 40:4, p. 35-43 |
| Asiasana: | ADVERTISING SEGMENTATION SURVEYS |
| Kieli: | eng |
| Tiivistelmä: | In this article the usefulness of the Affinity for Advertising concept is investigated by means of three questions: "What is Affinity for Advertising?"; "To what extent do people differ in their Affinity for Advertising in different media?"; and "Do people who differ in Affinity for Advertising also differ in their behavioral reactions toward advertising?" A positive answer to the latter question is of course essential, because only then could Affinity for Advertising be a useful concept for media planners. Based on a nationwide survey in the Netherlands (n = 1,065), it is concluded that Affinity for Advertising is a promising concept for segmenting the audience within the context of media planning. |
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