Different? : or much of the same? : a descriptive study of the demographic and product usage profiles of media audiences, with implications for targeting strategy.
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(Published version)
Date
2009
Authors
Nelson-Field, Karen
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thesis
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Abstract
Implicit in the use of the target audience concept is the assumption that audiences are highly segmented. Yet media don't deliver the 'unique' audience they claim to. This research provides evidence that genuine audience niches are often hard to find, thus is expected to challenge entrenched assumptions about audience targeting.
School/Discipline
University of South Australia Ehrenberg-Bass Institute for Marketing Science
Ehrenberg-Bass Institute for Marketing Science
Ehrenberg-Bass Institute for Marketing Science
Dissertation Note
PhD Doctorate
Provenance
Copyright Karen Nelson-Field 2009
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EN-AUS
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506 0#$fstar $2Unrestricted online access