P1603772

Alice Yang

Question 1) According to the research studies, discussed the impact of lifestyle on

media usage habit. Compare the difference between new nesters and childless
couples in terms of their media usage. (20%)

Ans:

The impact of lifestyle on media usage habit:

1) Newspaper readers they do not watch TV often.

2) Magazine readers do not watch TV often.

3) Radio listener are also watch very little TV.

The difference between new nesters and childless couples in terms of their media
usage:

1) New nesters like to watch more TV than childless couples, they would like to
place high value on devices such as DVRs, video on demand services and DVD
players because they are prefer indoor activities. They use social networks to keep in
touch with their friends and family. And also, new nesters are high satisfied with
technology.

2) Childless couples are different than new nesters, they prefer to be engaged
more outdoor activities and relying less on TV and social networks. Usually, they
using the networking site for professional purposes.

Question 2) Discuss the influences of one’s personality on media usage. Provide

two examples from the case to support your answer. (20%)

Ans:

Higher openness people are more rely on media. Newspaper readers are not tend to
watch TV compare to Magazine readers. Magazine readers are more opennes than
Newspaper reader and also more comfortable with their emotions. Openness people
are more easy to accept new stuffs and new technology in their life. They are satisfied
with social networks and watch TV. Openness people are more open-mindedness and
curiosity. It is more easy for them to find a friend due to their friendly and polite
personality and keep long term relationship in their friendship circle. Therefore, they
have a very important and positive influences on media usage.
Question3) A number of studies have examined the role that personality and / or
other personal characteristics may have impact on consumers’ media usage.
Discuss how can marketer make use of the study results when preparing the
IMC programmes for company? (10%)

Ans:
Marketer should analyze what kind of personal characteristics and personality of the
customers that they are targeting. Different personality have different media usage
habit, so that can prepare different marketing communication methods to execute the
company marketing activities. Personality may be a better predictor of media usage
than are age, gender, or income. Therefore, marketer also need to know well how to
deal with different type of personality and lifestyle customers. Using the wrong
programmes and methods will losing customers easily.