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An investigation of the success of targeting radio stations in New Zealand

Winchester, Maxwell and Lees, Gavin (2011) An investigation of the success of targeting radio stations in New Zealand. In: Australia New Zealand Marketing Academy Conference 2011 : Proceedings. MacCarthy, Martin, ed. School of Marketing, Edith Cowan University, Perth.

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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 their targeting efforts by considering the user profiles of radio stations over a four week period with a sample of 1,129. Results are consistent with earlier studies in consumer markets that suggest when a polygamous brand study of usage is considered, user profiles do not differ greatly.

Item Type: Book Section
ISBN: 9780646563305
Additional Information:

Paper 517, track 04. Conference held Perth, 28-30 November.

Uncontrolled Keywords: ResPubID24020, ResPubID24041, target marketing, segmentation programmes, programs, New Zealand
Subjects: FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of International Business
SEO Classification > 9003 Tourism
SEO Classification > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Depositing User: VUIR
Date Deposited: 15 Jan 2013 03:28
Last Modified: 18 Oct 2013 02:28
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