Els Joves Adults, un gran repte per les agències de mitjans
- Autores: Mireia Montaña Blasco, Mònika Jiménez Morales
- Localización: Breaking the media value chain: VII International Conference on Communication and Reality / coord. por Klaus Zilles, Joan Cuenca Fontbona, Josep A. Rom Rodríguez, 2013, ISBN 9788493695996, págs. 371-379
- Idioma: catalán
- Enlaces
-
Resumen
The aim of this paper is to study in-depth how Spanish media agencies make an impact on young adults as a target, taking into consideration that they have to face issues like the changing media landscape or the general context of the economic crisis, which among others, has had an adverse effect on the advertising industry.
With this aim, we used a qualitative methodology to scrutinize the degree of the effect media planning agencies have when targeting young adults. In this sense, the study is based on a questionnaire addressed to 24 media planning professionals from leading agencies in Spain. The sample consists of 15 women and 9 men from 8 different agencies. The age range of the respondents was 27 to 46.
The results show that there is a significant lack of criteria and a lack of agreement in establishing a specific age to designate young adults as a target. Most of these professionals believe that psychographic criteria are underused because it is difficult to translate these variables into measurable terms for audience studies.
Moreover, the research puts in evidence a clear contradiction between what media planners consider the best way to reach young adults and what they actually do. In fact, all the experts we consulted say that the most effective way to reach the target in question is a combination of conventional and unconventional media. And yet, nearly half of them reported that they used conventional media to target young adults. In this sense, it is significant to note that most of those surveyed express feeling pressured by the client or by the agency in deciding how to reach their respective target.