Psychographic profiles of media usage segments

Although the specific guidelines suggested by this study are interesting, perhaps the most significant conclusion that can be drawn from this research is that audiences of the various media do exhibit distinct psychographic characteristics. While the psychographic profiles of media audiences presented here are insufficient for completely guiding advertisers in the complex tasks of developing and coordinating creative and media strategies, these results may be useful in future research dealing with psychographic dimensions of media audiences. Hopefully, this will reduce the exploratory work needed in subsequent research which will ultimately provide advertising managers with a more complete characterization of audiences for the various media. The authors wish to thank W.R. Hamilton and Staff and the James B. Somerall Fund of The University of Alabama for supporting this research.