Targets & Segments

• Targets & Segments
• Article

Do Multicultural Audiences Watch TV Differently than Whites Do?

• J. P. James (Salem State University); Tyrha M. Lindsey-Warren (Baylor University)
• JOURNAL OF ADVERTISING RESEARCH

For decades, researchers and media planners have argued whether television-audience measurement has kept pace with the nation’s increasing diversity. Citing differences in triggers between Asians, Blacks, Hispanics, and Whites that lead to greater or less TV consumption, this study calls for a measurement standard that incorporates the multiculturalism of the audience, programming genre, technology use, and demographics.

• Targets & Segments
• Article

New Research Shows How to Improve Targeting and Segmentation

What new research can inform smarter segmentation and targeting? Find out by reading this brief summary of articles from the June Journal of Advertising Research. The issue also offers insights into :06 ads, native advertising effectiveness, e-marketplace dynamics and more.

• Targets & Segments
• Article

Are Black Media Overly Targeted to Black Audiences?

• Morgan E. Ellithorpe, Michael Hennessy, Amy Bleakley
• JOURNAL OF ADVERTISING RESEARCH

While movies and TV programs with predominantly Black casts tend to be targeted to Black audiences, they often reach a broader audience. This study examines how Black and White teens perceive Black-oriented content. It found differences that suggest changes in how Black-oriented content is marketed.

• Targets & Segments
• Article

Privacy: How Do Expectations Differ for Gens X, Y, and Z?

How does each generation react to and approach privacy and data sharing? What do they expect from brands? How can marketers earn their trust? See how Gens X, Y and Z feel about these topics and what it means for marketers.

• Targets & Segments
• Article

Does Brand Equity Matter to Financial Services Brands?

• Anne Rivers, Managing Director, BAV Group

How can financial services brands can break away from the relatively low value associated with the financial category overall? Raising the salience of key factors – from customer care to friendliness to being straightforward – can create valuable emotional commitment that financial services brands can bank on to raise their brand equity and, thereby, their success.

• Targets & Segments
• Article

Connecting Across Generations

• John Cora, VP, Sales Research, Forecasting & Measurement, Disney|ABC; Sarah Gardiner, VP, Research & Strategy, Insight Strategy Group; Jonathan Steuer, CRO, Omnicom Media Group

What if your advertising and content could appeal to your core target — and connect with other audiences as well? This research shows what unites consumers across generations today, identifying five trends that recognize consumers’ anxiety, moods, and values. The findings offer guidance to marketers and content producers who want develop messaging that resonates deeply and broadly.

• Targets & Segments
• Article

Empowered Patients: Ways Marketers Should Support Them

As patients are taking a bigger role in managing their health, how should marketers approach them effectively? Learn how companies such as Ogilvy Consulting, Kantar Health, and SidekickHealth are leveraging behavioral science techniques to drive lasting changes in patient behavior.

• Targets & Segments
• Article

Marketing to Hispanics

Marketers have become increasingly aware of how important it is to understand the characteristics and dynamics of the Hispanic market – the fastest growing segment of the U.S. population. But what are the Hispanic segment’s media behavior and ad receptivity?