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Media Planning Lecture 3 (Consumer Usage of Media Types (How many of them?…
Media Planning Lecture 3
UK Tourism Market & A Business Brand: CDI & BDI
(Macro environments)
Who is your Target Group?
How to find your customers/segmentation
Decide which segmentation variables you intend to use
Where is my target group?
Mosaic data
clustery
People in group 1 has low highincome
less females
Group 2 has highincome
Group 3 has low income
Group 2 can give your active and highincome
Group 3 can give your active and more females
Consumer Usage of Media Types
Determine your target group
a range of age (55-65 Dutch people)
active life styles
annual inacome is above €30，000 (a range)
How many of them?
55-65 Dutch people = 17,282,163 x 13%= 2,246,681
But we still need people's annual income abouve €30,000
Income distribution in NL
33.8% have annual income more than €30,000
55-65 Dutch people with annual inccome more than € 30,000 = 2,246,681 x 33.8% = 759,378
What are their media usage behaviours?
The number of this target group is 759,378
Media usage behaviors
– They mostly listen and watch, particularly in specific hours.
– Communication is also important (word of mouth).
They also involve in social media, but not all social media (more on Whatsapp and Facebook, less on Instagram).
Articles
Article 1
de Haan, E., Kannan, P. K., Verhoef, P. C., & Wiesel, T. (2018). Device switching in online purchasing: examining the strategic contingencies. Journal of Marketing, 82(5), 1-19.
Questions
Imagine that your target group often uses two devices in their daily life: mobile phones and laptops. When ou intend to encourage them to purchase, which device is better for you to place advertising?
Conceptual model
Is the positive impact always true for all products?
No, probably stronger for more expensive products; weaker for less expensive products. Why?
Device switch ( from more mobile to less mobile) + Conversion rates 中间变项影响：Product price
Data (independent variable)
Online retailer
Device switch
37,378 customers with 951.819 sessions
Conversion rates
Finding
Device switch (from more movile to less mobile) 到Conversion rates 有0.632
中介变项： Product price: 0.194
The more expensive the product is, the stronger the impact of device switch on conversion rates
Conclusions
Article 2
