BibTeX
@MISC{T_evidencefrom,
author = {Michael T},
title = {EVIDENCE FROM THE AUSTRALIAN ADVERTISING INDUSTRY},
year = {}
}
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Abstract
Work in Progress Paper Psychographic segmentation has been used extensively by marketing practitioners and academics for more than three decades. For the most part, its application has focused on consumer markets, industrial buyers and sellers and sales personnel. In this study, an empirical investigation is carried out among a sample of practitioners involved in advertising. Client and agency personnel are compared in an attempt to explore possible benefits obtainable from a deeper understanding of each other’s personalities. In particular, the study seeks to determine the significance of individuals ’ personalities in agency/client relationships and to identify and describe specific personality types.
