Session 8
Media Planning: “We've got a Box to put in your Brain ...”
Photographing the values and emotions of your target group
by Jan Drijvers

In a postmodern world, markets and media are fragmenting into lifestyle and psychographic niches with ever fewer demographic characteristics. As this happens, the traditional practice of defining advertising target groups in terms of demographics becomes increasingly untenable. Semiometry helps to unravel and understand what really links or differentiates consumers.


Jan Drijvers
Client Service Manager
TNS Media


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