How Consumers Prefer to Receive Advertising - a New Segmentation


	How Consumers Prefer to Receive Advertising - a New Segmentation

justinspring

8-7-2008 1:18 PM

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consumer research

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/412328a4-80ec-4312-ac34-805f1b4ee612/2F9939ED-32F2-438A-AB51-934865744394/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.marketingcharts.com/television/how-consumers-prefer-to-receive-advertising-a-new-segmentation-5567/mri-ad-medium-preference-segmentationjpg/" href="http://www.marketingcharts.com/television/how-consumers-prefer-to-receive-advertising-a-new-segmentation-5567/mri-ad-medium-preference-segmentationjpg/" style="font-size: 11px;">www.marketingcharts.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/television/how-consumers-prefer-to-receive-advertising-a-new-segmentation-5567/mri-ad-medium-preference-segmentationjpg/"><div align="center"><img src="http://content8.clipmarks.com/blog_cache/www.marketingcharts.com/img/C415B21E-F614-4599-B827-A73425BA9206" alt="mri-ad-medium-preference-segmentation.jpg" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/television/how-consumers-prefer-to-receive-advertising-a-new-segmentation-5567/mri-ad-medium-preference-segmentationjpg/"><P>Some 9% of US adults belong in the “Ads on Emerging Media Vehicles” segment, which has the youngest median age (35.5) among the six segment. They are most interested in advertising delivered via non-traditional media such as mobile devices and product placement in videogames, movies and TV shows.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/television/how-consumers-prefer-to-receive-advertising-a-new-segmentation-5567/mri-ad-medium-preference-segmentationjpg/"><P>Ads delivered via mass media are preferred by 17% of US adults. An additional 17% of consumers belong in the “Ads on Paper” segment and are most interested in ads delivered via print.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/television/how-consumers-prefer-to-receive-advertising-a-new-segmentation-5567/mri-ad-medium-preference-segmentationjpg/"><P>The most populous segment, at 32% of US all adults, is labeled “Ad Averse”; that is, they are either uninterested in advertising delivered by any medium or have not been exposed to a particular ad platform.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/television/how-consumers-prefer-to-receive-advertising-a-new-segmentation-5567/mri-ad-medium-preference-segmentationjpg/"><P>“Consumers who prefer advertising messages delivered through their mobile devices and through product placement tend to be younger, pro-innovation, pro-celebrity and pro-fashion,” said Anne Marie Kelly, VP of marketing and strategic planning at MRI.</P></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/2F9939ED-32F2-438A-AB51-934865744394/blog/" title="blog or email this clip"><img src="http://content9.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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