Media Exposure Patterns of Consumer Innovators
Open Access
- 1 January 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 36 (1) , 43-49
- https://doi.org/10.1177/002224297203600108
Abstract
A knowledge of the innovator or early buyer's media-exposure characteristics is essental to the new product advertiser. Data are presented which suggest that media vehicles differ dramatically in their ability to selectively reach innovators in each of six broad consumer product categories.Keywords
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