AUDIENCE FRAGMENTATION IN A COMPETITIVE VIDEO MARKETPLACE

被引：0
|
作者：
LIN, CA
机构：
来源：
JOURNAL OF ADVERTISING RESEARCH | 1994年 / 34卷 / 06期
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D O I：
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中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study set out to examine how the present competitive video marketplace fragments audiences along psychological and behavioral dimensions of their television viewing activity. Results suggest that the level of audience activity varies according to the diversification level of one's home-video media environment. Moreover, those from a more abundant environment are generally heavier and more satisfied viewers than those from a less abundant setting. Diversification in home-video technology thus presents a challenge, as well as an opportunity, for advertisers entering a multifaceted, multimedia environment.
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页码：30 / 38
页数：9
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