SEGMENTING BY ATTITUDES TO TV-ADVERTISING - EYE OPENER OR BLIND ALLEY

This paper continues work on the segmentation of the adult population according to attitudes to TV. It reports further evidence in respect o f specific advertising campaigns obtained by the COI and BJM Research and Consultancy Ltd during 1995 and 1996. The operational implications of the findings are discussed and it is concluded that different segm ents can and do react differently to the same campaigns. It is suggest ed that 'Rejector-friendly' advertising can be achieved, where this is desirable, without necessarily alienating Accepters or others.