Different? : or much of the same? : a descriptive study of the demographic and product usage profiles of media audiences, with implications for targeting strategy.

Nelson-Field, Karen2025-12-172025-12-172009https://hdl.handle.net/1959.8/50806EN-AUSImplicit 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.enmedia;audience segmentation;media targetingDifferent? : or much of the same? : a descriptive study of the demographic and product usage profiles of media audiences, with implications for targeting strategy.thesis