literature review








team members


Reaching Your Audience:
Matching Media Channels to Target Audience


       Boote, A. S. (1981). Market segmentation by personal values 

and salient product attributes. Journal of Advertising Research, 21 

(1), 29-35.

       Brooks, R. C., Jr. (1969). Relating the selling effort to patterns 

of purchase behavior. In L. Richardson (Ed.). Dimensions of 

communication (pp. 45-52). New York: Appleton-Century-Crofts.

       Chaturvedi, A., Carroll, J. D., Green, P. E., & Rotonado, J. A. 

(1997).  A feature-based approach to market segmentation via 

overlapping K-centroids clustering. Journal of Marketing Research, 

34, 370-378.

       Consoli, J. (1998). The 11.8-hour daily diet; survey: media 

consumption is up, but TV viewing plummets. Mediaweek, 8, 9.

       Cutlip, S. M., & Center, A. H. (1971). Effective public relations 

(4th Ed.). Englewood Cliffs, NJ: Prentice-Hall.

       Daft, R., & Lengel, R. (1984). Information richness: A new 

approach to managerial behavior and organizational design. 

Research in Organizational Behavior, 6, 191-233.

       DeFleur, M. L. & Ball-Rokeach, S. (1975). Theories of mass 

communication (3rd ed.). NY: David McKay.

       Engle, J. F., Blackwell, R. D., & Kollat, D. T. (1978). Consumer 

behavior (3rd ed.). IL: Dryden.

       Frambach, R. T. (1993). An integrated model of organizational 

adoption and diffusion of innovations. European Journal of 

Marketing, 27, 5.

       Hansler, D. F., & Riggin, D. L. (1989). Geo-demographics: 

Targeting the market. Fund Raising Management, 20, 35-40.

       Harwood, J. (1999) Age identification, social identity 

gratification, and television viewing. Journal of Broadcasting and 

Electronic Media, 43, 123-136.

       Hintze, W., & Lehnus, J. (1998). Media habits and internet 

usage among America’s youth. AB-13D Symposium.

       Koiranen, M. (1998). Spread of franchising: A multinational 

comparison based on the notions of innovation diffusion. Asia 

Pacific Journal of Marketing and Logistics, 10, 50.

       Larson, C. U. (1983). Persuasion: Reception and responsibility 

(3rd ed.). Belmont, CA: Wadsworth.

       Littlejohn, S. W. (1996). Theories of human communication (5th 

ed.). Belmont, CA: Wadsworth.

       Maloney, J. C. (1969). Advertising research and an emerging 

science of mass persuasion. In L. Richardson (Ed.). Dimensions of 

communication (pp. 26-41). New York: Appleton-Century-Crofts.

       Martinez, E., Polo, Y., & Flavian, C. (1998). The acceptance of 

new consumer durables: Differences between first and last 

adopters. Journal of Consumer Marketing, 15, 323.

       Morton, L. P. (1997). Targeting minority publics. Public 

Relations Quarterly, 42, pp. 23-29.

       Morton, L. P. (1998a). Segmenting publics: An introduction. 

Public Relations Quarterly, 43, 47-48.

       Morton, L. P. (1998b). Segmenting publics: An introduction. 

Public Relations Quarterly, 43, 33-34.

       Napoli, J. & Ewing, M. (1998). The media habits and internet 

practices of the net generation. Perth, Australia: Curtin University of 


       Noelle-Neumann, E. (1984). The spiral of silence: Public 

opinion – our social skin. Chicago: University of Chicago Press.

       Palmgreen, P. (1984). Uses and gratifications: A theoretical 

perspective. In R. N. Bostrum & B. H. Westley (Eds.), 

Communication Yearbook, 8, pp. 20 – 55.

       Rice, R. E., D’Ambra, J., & More, E. (1998). Cross-cultural 

comparison of organizational media evaluation and choice. Journal 

of Communication, 48, 3-26.

       Richardson, L. (Ed.). (1969). Dimensions of communication. 

New York: Appleton-Century-Crofts.

       Ritchie, K. (1995). Marketing to Generation X: Marketing to the 

post-baby boom generation. American Demographics, 17, 34-40.

       Rogers, E. M., & Shefner-Rogers, C. L. (1999). In W. N. Elwood 

(Ed.). Power in the blood: A handbook on AIDS, politics and 

communication (pp. 405-414). Mahwah, NJ: Lawrence Erlbaum 


       Russell, C. (1990). Ten particle markets. American   

Demographics, 12, 2.

       Schramm, W. (1969). How communication works. In 

Richardson, L. (Ed.). Dimensions of communication (pp. 3-25). New 

York: Appleton-Century-Crofts. 

       Schwirtz, M. (1998). Strong media consumption forecast though 

2002. Mediaweek, 8, 9.

       Scott III, J. and O’Hair, D. Composite audience profile in public 

relations research. In N. C. Botan & V. Hazleton (Eds.), Public 

relations theory (pp. 203-219). Mahwah, NJ: Lawrence Erlbaum 


       Shaw, D. L. & McCombs, M. E. (1997). The emergence of 

American political issues. St. Paul, MN: West.

       Simmons study of media and markets: M-4 multi-media 

audiences. (30th ed.). (1993). Chicago: Simmons.