Media research: Use of geodemographics

 

As the internet audience grows, audience measurement and description take on an increasingly important role to advertisers and web sites alike. Quantitative measurement of web site audiences is the fi ...

Life stage segmentation can benefit media planning. It can help direct advertising activity in terms of creative message and media mix. The Newspaper Society has developed a series of lifestage descri ...

This paper is aimed at answering the relevant questions regarding media selection in certain defined target areas. It is a very special paper, dealing with the large number of difficulties occurring w ...

This paper describes a new technological approach to planning outdoor advertising campaigns through an approach which exploits the potential provided by new geographical software programs applied to m ...

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 ...

Readers of Admap will be familiar with the Target Group Index (TGI). The TGI sample is derived from a sample stratified on a rolling ACORN basis: geodemographics are used to guide interviewers as to t ...

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 ...

A case history demonstrating how easily television audience data from one survey (BARB) can be linked by fusion techniques to product usage and attitude data from another (Granada's G-Track omnibus su ...

Describes data fusion, its principles, advantages and problems, including whether and when it should be preferred to a single-source survey. The article illustrates how the NRS might be used in fusion ...