It’s Personal: Extracting Lifestyle Indicators in Digital Television Advertising

George Lekakos

Athens University of Economics and Business



Marketing theorists and practitioners have long acknowledged that consumers present diversified needs, and should be treated discriminatively in terms of marketing activities (Dibb, 1998). To achieve one-to-one communication, market segmentation is one of the most important tools used to identify homogeneous groups of consumers and target them accordingly (McBurnie and Clutterbuck, 1998). However, in the television advertising domain, such segment-level strategies fail to meet individual needs (Kara and Kaynak, 1997), and media coverage either exceeds the targeted market segment or leaves potential customers without exposure to the message, thus reducing its cost effectiveness (Belch and Belch, 1995).