Segmentation Based on Affinity for Advertising

Edith G. Smit · Peter C. Neijens

88 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

ABSTRACT Investigates the utility of the concept of the Affinity for Advertising by asking three questions: What is Affinity for Advertising? To what extent do people differ in their Affinity for Advertising in different Media? Do people who differ in their Affinity for Advertising also differ in their behavioral reactions towards advertising. A positive answer to the final question is essential if the concept is to be useful for media planners. Based on a nationwide survey in the Netherlands, the article concludes that Affinity for Advertising is a promising concept for segmenting the audience within the context of media planning.

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References

1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1993Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising 1994Public Assessment of TV Advertising: Faint Praise and Harsh Criticism 1994Identifying Who Dislikes Television Advertising: Not by Demographics Alone 1990The Relative Roles of Brand Beliefs and Attitude toward the Ad as Mediators of Brand Attitude: A Second Look

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