A New Role for Psychographics in Media Selection

• Published in: Journal of advertising Vol. 9; no. 2; pp. 33 - 44
• Main Authors: Cannon, Hugh M., Merz, G. Russell
• Format: Journal Article
• Language: English
• 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

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...