MANAGEMENT SLANT
- The authors discovered a typology of multiple media users, the multiple media user typology (MMU-T), which comprises three segments: “information seekers,” “connecteds,” and “instinctives.”
- Distinct patterns of multiple media use were identified for each segment.
- The power of the MMU-T comes to the fore at a key stage in the multimedia planning process, once top-level media channel decisions are confirmed.
- The significant determinants of multiple media use for each segment of the MMU-T provide important new insights to multimedia planners.
INTRODUCTION
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