Subject Index
 

This article by Mary Stewart-Hunter, OMD Europe, and Michaela Berganthal, Sony Electronics Europe, describe an ambitious project that aims to provide an actionable segmentation of the entire European ...

This paper explores some of the demographic, behavioral and attitudinal differences between home users with low-speed and high-speed Internet access. In addition, a logistic regression analysis is per ...

This paper investigates the possibility of identifying clusters among consumers receiving sales flyers from retailers (supermarkets, etc.). First, flyers are defined and then consumers' perception of ...

This study seeks to explore relationships between online-user motivations and the types of activities and applications in which users participate during individual online sessions. Thirty-one internet ...

Jay Waters makes a plea for ad people to stop moaning about fragmentation of media and recognise it many opportunities. He asserts that audiences have been liberated and have vast choice which leads ...

Increasingly, as channels and programs are aired, their competition has encountered revolutionary changes in a broadcasting context. These have led to the need for more simplified and manageable segme ...

The current availability of on-line direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This paper illustrates the ...

Today's consumer products marketers enjoy richer sources of information than ever before, including product purchase panels, category attitudinal surveys, media usage tracking panels and surveys, reta ...

Simmons Market Research and Looking Glass have taken a truly innovative step which has produced the next generation of powerful database marketing. Together, they have married two worlds - consumer ma ...

In this article we investigate the possibility of identifying clusters, as a possible base for segmentation among consumers receiving circulars. Initially we define circulars and use this definition t ...

This paper describes the research programme conducted during the launching of a new magazine in Australia. The magazine was the first new magazine to be launched at the young women's 18 - 24 year old ...

Investigates the utility of the concept of the Affinity for Advertising by asking three questions: What is Affinity for Advertising? To what extent do people differ in their Affinity for Advertising i ...

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 ...

A report on the futura.com study, an on-going project run by the University of Leeds in partnership with Ogilvy & Mather and MindShare. This project, based on a panel of 6,500 households, tracks opini ...

This paper describes the results of a segmentation analysis of attitudes towards electronic commerce. A random sample of Internet users in the United States formed five distinct segments with varying ...

Discusses the prospects for digital radio, and how it may be used by advertisers. It will make radio a much more relevant medium for advertising. Example quoted (Diamond White Cider). From a feature o ...

The author, from Double Click, looks at the future of the Internet as an advertising medium - the value of its users and its ability to target market segments. He describes, with case studies, how th ...

Media planners have long been looking for surrogates of product use that, in the absence of single source data, improve on traditional descriptors such as social grade. This new segmentation system is ...

Ethnic consumers have historically displayed little response to promotional campaigns that involve coupon redemption. In comparison with the general population, most ethnic consumers are relatively li ...

This paper describes an investigation to determine whether or not it is possible to segment people by their habits with respect to a total of 98 variables relevant to exposure to media in one form or ...

Media mix decisions are generally based on considerations of exposure and cost efficiency of different media for demographically defined target groups. This paper proposes that the very pattern of me ...

This brief paper discusses how an increasing range of communication media (including cell phones, internet, blogs) affects consumer choice, ad copy impact, media mix and expenditure, etc. Segmentation ...