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

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Winchester, Maxwell ORCID: 0000-0001-5458-517X 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.


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.

Additional Information

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

Item type Book Section
Official URL
ISBN 9780646563305
Subjects Historical > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > School of International Business
Historical > SEO Classification > 9003 Tourism
Historical > SEO Classification > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Keywords ResPubID24020, ResPubID24041, target marketing, segmentation programmes, programs, New Zealand
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