Market Segmentation in the Media

Journal of Applied Business Research (JABR), 2011

This paper provides an example of utilizing survey data to develop the initial media and method (Advertising, PR, Interactive, Word of mouth) mix. Utilizing K-Means Cluster analysis and discriminant analysis to profile the clusters three segments were identified based on media consumption. Differences in the segments were also found to exist regarding the perceptions of the benefits and concerns regarding e-commerce. This indicated that in addition to different media/method mixes, different message strategies are also appropriate for the segments. The segments were then profiled utilizing Multiple Correspondence Analysis to determine the relationship between the segments and the demographic variables and also between the segments and shopping behavior INTRODUCTION he concept that synergistically utilizing a media mix of advertising, public relations, interactive communications and word of mouth (WOM) to maximize the impact of a marketing communications campaign to reach consumers with the right message, in the right media, is intuitively logical and accepted by both academics and practitioners. Integrating media increases synergies in delivering messages as demonstrated by Naik and Raman (2003). The need to develop better media planning methods that maximize synergy and increase efficiencies while decreasing overspending has been noted in recent literature (Hoeffler 2003; Schultz 2002). This article addresses this need. It presents an exploratory study that presents a consumer centric method for developing media plans. No research exists addressing how this mix should be developed. What is the optimal communications method mix to reach the e-commerce consumer? How should that mix be determined? These are two key questions facing marketing managers and advertisers for e-tailers. If the right message is placed in the wrong media, or if the message is conveyed through the wrong method, it will miss the target audience wasting the marketing communications budget. While there is a body of research that examines differing methods to compare advertising media (Woodside and Soni, 1990; Woodside, 1994) and theoretical work on how to utilize the communications methods synergistically (Bond & Kirshenbaum, 1998; Ephron, 2000), there is no work that proposes how to determine the appropriate mix across message delivery formats (Advertising, Public Relations etc.). This paper demonstrates how the common database marketing technique of behavioral-based, post-hoc market segmentation is applied to media consumption and guides the integrated marketing communications planner. Segmentation based on media use has the benefit of allowing a greater degree of message targeting with customized T

Surveying Public Opinion: Introduction to Public Opinion Research, Sondra M. Rubenstein, ed., 1995

Cecilie Gaziano, "Segmentation Research and Theories of Media Audiences," in Sondra M. Rubenstein, ed., Surveying Public Opinion: Introduction to Public Opinion Research, pp. 352-357, Belmont, CA: Wadsworth Publishing Co. (1995).

Revista Romana de Jurnalism si Comunicare, 2019

Different strategies are used by media organizations to attract consumers. The technological revolution favored the emergence of unprecedented competitive dynamics, which led to a change in how media products are consumed. An unprecedented competitive dynamics stroke after a technological revolution appeared in the field, a fact that led to a change in how media products are consumed. The Romanian audiovisual market “is one of the most developed audiovisual markets in Central and Eastern Europe” (Cerban, 2012), with around 700 operating TV channels. The televisual consumption level in Romania is growing by the day, with almost double the world average level, and the 24 hour news channels have been occupying the first place in the preferences of the viewers with a percentage that reached 77% (Olteanu, 2017). In this context, news televisions do not only compete among themselves, on their niche, but try to get as much profit as possible from the broadcast advertising income in general. This research aims to analyze the strategies used by the news stations in Romanian to position itself into the mass media market. The data presented in this material are part of the doctoral research “Publishing and Marketing Strategies of Romanian Television News” conducted by the author in his capacity as PhD student at the Faculty of Journalism and Communication Sciences, University of Bucharest.

2018

Clearly, marketing, marketing communications and advertising are in the midst of multiple major technological evolutions. (Sheth and Parvatiyar, 1995). While media and media systems have and are continuing to change dramatically, i.e. witness the growth of new media forms such as interactivity between buyers and sellers, new social and digital forms, the availability of extensive and enhanced consumer marketplace knowledge and understanding and, even the radical changes brought about by programmatic media buying systems (Shultz 2016). The base for most media selection and purchase is still generally the same, i.e., a focus on demographics as audience identifiers and financial cost-per message distributed, i.e., Cost-per-Thousand (CPM), factors which have been place without change for at least the past 50 years (Shultz 2016). So, while media forms have changed substantially, the actual practice and tools on which media planning and buying are conducted essentially have not. Introduct...

Lovely Aggari, 2018

Steps in Market Segmentation, Targeting and Positioning • Market Segmentation o Identify the bases for segmenting market o Develop Segment Profiles • Market Targeting o Develop measure of segment attractiveness/ Evaluate Market Segments o Select Target Segments • Market Positioning o Develop positioning for target segments o Develop a marketing mix for each segment

A Project, requirement for the CIM diploma in Marketing Communication. Charetered Institute of Marketing, United Kingdom. CIM, UK.

Journal of Marketing Management, 1987

Market segmentation is a crucial marketing strategy. Its aim is lo identify and delineate market segments or "sets of buyers" which would then become targets for the company's marketing plans. The advantage to marketing management is that iAw technique divides total demand into relatively homogeneous segments which are identified by some common characteristics. These characteristics are relevant in explaining and in predicting the response of consumers, in a given segment, to marketing stimuli.

Media and Advertising, a love-and-hate relationship since their existence. Bachelor Thesis Chapters.

Journal of Targeting, Measurement and Analysis for Marketing, 2000

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