The mission for our media experts is to bring together the target groups for the products with the target groups of the TV programming on offer. Unfortunately, in the face of ever more differentiated markets at times with ever more similar products, the creation of target group based exclusively on socio-demographic factors is not enough to explain purchasing and media use habits. Who are the major buyers of a brand? What characterizes them? What programming is suitable for which demographic? These are the issues media planners and developers have to deal with daily.
SevenOne Media would like to present two qualitative instruments to describe target groups and media planning.
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