Media scheduling and targeting: Geodemographics, psy...

 

Segmentation techniques have become more sophisticated, but it remains complex and difficult to reach different groups as soon as one moves beyond the original demographic segmentations. Lifestage, ps ...

Ideally for both marketers and consumers, advertising communications would only reach their target audience at a time when receptivity is at its highest. In reality, however, targeting - or focusing o ...

This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement ...

This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology. It is derived from the empirical application results of TV advertisement s ...

This author, from Selecciones, the Spanish language Readers Digest, describes some key characteristics of the fast emerging Hispanic community in the USA.

The author argues that the fast changing demographics of the American population means that ethnic groups should be represented both in corporate management and targeted marketing - he uses extensive ...

The author discusses the cultural diversity of the USA, and describes how to understand and reach the Hispanic, Asian and African ethnic groups in the country.

The chairman of the ANA Marketing Committee describes the committee's work, and how it aims to assist understanding of American African, Hispanic and Asian populations.

The author describes and debates the growth and importance of American Hispanics to US marketers.

This article discusses multicultural marketing in the USA with the practical example of 10-10-345, a low price telephone service.

Advertising, to break through consumer indifference, may increasingly carry provocative content, which may offend certain groups (including those outside the target): recent examples are Benetton and ...

Discusses the current development of lifestyle segmentation in the UK. Lifestyle segmentation brings the benefits of geodemographic segmentation down to the household level. Example (described): Psych ...

An updated history and description of the main competing geodemographic systems: how they were formed; data sources used (including `lifestyle'); how the classifications are produced; how they may be ...

During the past few years, suppliers of geodemographics have developed a range of new software tools to enhance the usefulness of their product. In this article, these new tools are described and illu ...

Peter Sleight traces the development of geodemographics since it was launched in 1979. He discusses what it is, its uses and origin, some of the changes in its application, as well as the software dev ...

As the 1991 census data start to appear, this article summarises the new census data and their practical limitations, and describes how these and other sources can be fused to produce improved and hig ...

A useful summary for lay users of the geodemographics business: how it has evolved, what are the main UK proprietary systems, their sources and methodologies? Marketing and media applications are desc ...

This article examines Colin McDonald's work and the proposition that 'two advertising exposures in a purchase interval seem to be the optimum number for stimulating change'. The author uses data from ...

After a broad review of the marketing and advertising considerations which provide the framework for media planning, the author discusses in detail the importance and relevance of the concept of effec ...

Examines the question of how advertising frequency affects purchase, and how it relates to frequency of buying. The article summarises ARF evidence and the JWT 1966 single-source panel experiment, plu ...