The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
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Survey of the American Consumer: Part 2<br />
I. Advertising & Media<br />
D. Responsiveness to Ads Across Media Segmentation<br />
Respondents in each segment are more interested in the type of advertising listed in the segment title than are the respondents in any other<br />
consumer segments.<br />
• Ads on the Road<br />
Members of this segment are most interested in advertising on billboards, taxis, buses and trains, at bus stops and train stations,<br />
and atop taxicabs.<br />
• Ads in Mass Media<br />
Advertising delivered through magazines and electronic media such as TV, radio, and the Internet, appeals the most to this segment.<br />
• Ads on Paper<br />
Members of this segment are most interested in advertising delivered through print, which they find informative, relaxing<br />
and/or inspirational.<br />
• Ads on Emerging Media Vehicles<br />
Members of this segment are most interested in ads delivered through non-traditional media including mobile devices, product<br />
placement in movies/TV shows/video games, and video ads in stores, shopping malls, restaurants, and other public places.<br />
• Ads at Events<br />
<strong>The</strong> advertising that appeals most to this group is displayed at sports or entertainment events and through product placement in<br />
movies and TV shows.<br />
• Ad Adverse<br />
Consumers in this segment are most likely either to be not interested in or to have not been exposed to advertising in TV, radio,<br />
newspapers, magazines and the Internet.<br />
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