Abstract:

The authors? experience suggested that using traditionally broad media groupings could limit the effectiveness of a media recommendation. This is increasingly becoming of major concern as the media options for under 24-year-olds flourish and the same media budgets are expected to deliver better results across an increasing set of media apertures. For these very reasons, it was decided to augment traditional media measures with more meaningful insights into target groups. Consequently the authors undertook original research and academic literature reviews to develop a more comprehensive understanding of children, their world view, and the way they deal with and understand media and multimedia.