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Do radio stations in New Zealand target successfully?

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  • Winchester, Maxwell
  • Lees, Gavin

Abstract

Segmentation and targeting are cited as being a core part of marketing strategy for any organisation. This paper examines whether radio stations in New Zealand have been successful in targeting their listeners by considering the listening profiles of radio stations using a radio diary over a four week period with a sample of 1129. Results are consistent with earlier studies in consumer markets that suggest user profiles of competing brands do not differ greatly.

Suggested Citation

  • Winchester, Maxwell & Lees, Gavin, 2013. "Do radio stations in New Zealand target successfully?," Australasian marketing journal, Elsevier, vol. 21(1), pages 52-58.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:1:p:52-58
    DOI: 10.1016/j.ausmj.2012.08.002
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    References listed on IDEAS

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    1. Uncles, Mark D. & Ehrenberg, Andrew S. C. & Goodhardt, Gerald J., 2004. "Reply to commentary on "Understanding brand performance measures: using Dirichlet benchmarks"," Journal of Business Research, Elsevier, vol. 57(12), pages 1329-1330, December.
    2. Ehrenberg, Andrew S. C. & Uncles, Mark D. & Goodhardt, Gerald J., 2004. "Understanding brand performance measures: using Dirichlet benchmarks," Journal of Business Research, Elsevier, vol. 57(12), pages 1307-1325, December.
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    Cited by:

    1. Gavin Lees & Maxwell Winchester & Sidath Silva, 2016. "Demographic product segmentation in financial services products in Australia and New Zealand," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(3), pages 240-250, September.
    2. Zachary Anesbury & Maxwell Winchester & Rachel Kennedy, 2017. "Brand user profiles seldom change and seldom differ," Marketing Letters, Springer, vol. 28(4), pages 523-535, December.
    3. Bogomolova, Svetlana & Anesbury, Zachary & Lockshin, Larry & Kapulski, Natasha & Bogomolov, Tim, 2019. "Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 121-129.

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