Segmentation based on media consumption: A better way to plan integrated marketing communications media

Abstract

This paper provides an example of utilizing survey data to develop the initial media and method (Advertising, PR, Interactive, Word of mouth) mix. Utilizing K-Means Cluster analysis and discriminant analysis to profile the clusters three segments were identified based on media consumption. Differences in the segments were also found to exist regarding the perceptions of the benefits and concerns regarding e-commerce. This indicated that in addition to different media/method mixes, different message strategies are also appropriate for the segments. The segments were then profiled utilizing Multiple Correspondence Analysis to determine the relationship between the segments and the demographic variables and also between the segments and shopping behavior.