Concepedia

Target Audience Segmentation

Target Audience Segmentation is a strategic communication planning process in political advertising whereby the overall electorate or public is systematically divided into relatively homogeneous subgroups based on politically relevant characteristics (such as demographics, attitudes, issue priorities, and media-use patterns) in order to enable the differential design and delivery of persuasive messages to each segment.

59

Publications

2.4K

Citations

188

Authors

104

Institutions

Publications per year

2017–2026

21

Parents

Children

Publications

59

How much can behavioral targeting help online advertising?

Jun Yan, Ning Liu, Gang Wang et al. · 2009 · 366 citations

, , +16

The marketing of the president: political marketing as campaign strategy

Choice Reviews Online · 1994 · 193 citations

, , +17

A dynamic segmentation approach for targeting and customizing direct marketing campaigns

Thomas Reutterer, Andreas Mild, Martin Natter et al. · Journal of Interactive Marketing · 2006 · 106 citations

, , +14

Political Polarization: Challenges, Opportunities, and Hope for Consumer Welfare, Marketers, and Public Policy

Till Weber, Chris Hydock, William Ding et al. · Journal of Public Policy & Marketing · 2021 · 100 citations

, , +10

Targeting Women's Clothing Fashion Opinion Leaders In Media Planning: An Application For Magazines

Éric Vernette · Journal of Advertising Research · 2004 · 97 citations

, , +11

1–5 of 59

Authors

188

  1. AC
    Ambarish Chandra

    University of Toronto, Canada

    3 publications · 135 citations

    3

    h-index

  2. JY
    Jun Yan

    University of Wollongong, Australia

    2 publications · 378 citations

    2

    h-index

  3. UK
    Ulrich Kaiser

    Centre for European Economic Research, Germany

    2 publications · 67 citations

    2

    h-index

  4. MA
    Miguel A. Lejeune

    George Washington University, United States

    1 publications · 18 citations

    1

    h-index

  5. JB
    Jennifer B. Unger

    University of Southern California, United States

    1 publications · 19 citations

    1

    h-index

1–5 of 188

Institutions

104

  1. Microsoft Research Asia (China)

    Beijing, China

    2 h-index

    7 publications

    1.5K citations

  2. University of Southern California

    Los Angeles, United States

    2 h-index

    6 publications

    143 citations

  3. University of California, Irvine

    Irvine, United States

    2 h-index

    4 publications

    84 citations

  4. Goethe University Frankfurt

    Frankfurt am Main, Germany

    2 h-index

    2 publications

    148 citations

  5. University of Zurich

    Zurich, Switzerland

    2 h-index

    2 publications

    67 citations

  6. University of Copenhagen

    Copenhagen, Denmark

    2 h-index

    2 publications

    67 citations

  7. Centre for European Economic Research

    Mannheim, Germany

    2 h-index

    2 publications

    67 citations

  8. University of Toronto

    Toronto, Canada

    2 h-index

    2 publications

    67 citations

1–8 of 104

Venues

  1. Journal of Marketing Management

    MM · 3 publications · 182 citations

    3

    h-index

  2. Journal of Advertising Research

    JAR · 3 publications · 122 citations

    3

    h-index

  3. European Journal of Marketing

    EJM · 2 publications · 69 citations

    2

    h-index

  4. International Journal of Advertising

    IJA · 2 publications · 26 citations

    2

    h-index

  5. Journal of Industrial Economics

    1 publications · 68 citations

    1

    h-index

1–5