A New Role for Psychographics in Media Selection

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 e...

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Bibliographic Details
Published inJournal of advertising Vol. 9; no. 2; pp. 33 - 44
Main Authors Cannon, Hugh M., Merz, G. Russell
Format Journal Article
LanguageEnglish
Published Provo Taylor & Francis Group 01.06.1980
Board of Directors, American Academy of Advertising
Taylor & Francis Ltd
Subjects
Advertising
Advertising media
Advertising research
Audiences
Brands
Consumer behavior
Cost efficiency
Demographics
Demography
Efficiency
Efficient markets
Evaluation
Heavy users
Manufacturers
Marketing
Media
Product development
Selection
Target marketing
Target markets
Use statistics
Variables
Vehicles
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Summary: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.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1980.10673317