Chapter 7: Life Style Analysis as a Basis for Media Selection


Chapter 7 of Life Style and Psychographics

The chapter deals with the specific problems in the development of a media solution strategy, and the role that life style research can play in the solution of the media selection process. Tigert summarizes his studies on the relationships between consumer’s life styles and their exposure to magazines and television programs. He describes a variety of analytical approaches, presents real data, and comments upon methods of employing this input.


Book Information

ISBN: 9781613111160
Categories:, ,

Author information

Douglas J. Tigert Douglas J. Tigert

Professor Douglas J. Tigert was formerly teaching retail marketing in Babson College in Wellesley, Massachusetts until he joined the Piercing Pagoda, Inc. as a Board of Director in 2000. Dr. Tigert earned his Ph.D. in marketing from Purdue University at Lafayette. He specialized in consumer research, strategic planning, financial and productivity analysis in the retailing arena. His research covered a myriad of retailing sectors, including food, category killers, supermarkets, mass merchandisers department stores, warehouse clubs, specialty fashion chains, and home improvement stores.


There are no reviews yet.

Be the first to review “Chapter 7: Life Style Analysis as a Basis for Media Selection”

Your email address will not be published. Required fields are marked *