Media planning and buying was originally built on demographics. Buys were rooted in specific audiences, like “Adults ages 25-54” or “Women ages 18+.” Although these types of demographics still play a role in advertising today, our perspective here at Morgan & Co. is that successful media strategies are built on a deeper understanding of people. We want to know who these complex audience segments are and why they behave a certain way.
Watch this short video to learn why Eric Morgan believes psychographic information is key to a successful media campaign.
Want to learn more about your audience’s lifestyle and interests? Morgan & Co.’s research and
analysis team can provide significant insight into the many layers that define a brand’s
customer segments. Contact us to learn more.
Read more on audience analysis here:
How to Reach the Unhealthy American
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