Segmentation Based on Affinity for Advertising

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.