Segmentation Based on Affinity for Advertising
研究了广告亲和力概念在媒体规划中的效用，基于荷兰全国调查发现人们在不同媒体中的广告亲和力存在差异，且影响对广告的行为反应，可用于受众细分。
<h3>ABSTRACT</h3> 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.