Do radio stations in New Zealand target successfully?

Maxwell Winchester and Gavin Lees

Australasian marketing journal, 2013, vol. 21, issue 1, 52-58

Abstract: Segmentation and targeting are cited as being a core part of marketing strategy for any organisation. This paper examines whether radio stations in New Zealand have been successful in targeting their listeners by considering the listening profiles of radio stations using a radio diary over a four week period with a sample of 1129. Results are consistent with earlier studies in consumer markets that suggest user profiles of competing brands do not differ greatly.

Keywords: Segmentation; Targeting; Implementation; Radio; New Zealand (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:1:p:52-58

DOI: 10.1016/j.ausmj.2012.08.002

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