Chapter 7: Life Style Analysis as a Basis for Media Selection

Chapter 7 of Life Style and Psychographics The chapter deals with the specific problems in the development of a media solution strategy, and the role that life style research can play in the solution of the media selection process. Tigert summarizes his studies on the relationships between consumer’s life styles and their exposure to magazines and television programs. He describes a variety of analytical approaches, presents real data, and comments upon methods of employing this input.