Media Consumption Habits of Youth (A Case Study of the State of Haryana, India)

Abstract

Great brands are built on great conversations. To have an effective communication with the customer it is a must to understand them and their media consumption pattern. Today’s youth is the most complicated target segment in the market because of their exposure to a variety of media, low attention span, unconventional norms & wide interests. To complicate the situation they have the power to escape...they can escape ads, they can tune to a million other channels, they can buy a billion other products, they can publish a blog about a brand, they can have instant word-of-mouth (good and bad) on it from the web, they can be in a store and punch in product information on their cell phone and find out who else has the product and for how much.Belch & Belch(2006) suggested that the basic task involved in the development of media strategy is to determine the best matching of media to the target market, given the constraint of the budget. The media planner attempts to balance reach & frequency and deliver the message to the intended audience with a minimum waste of coverage.A research to study media consumption pattern can prove to be very useful in designing media strategy to have an effective communication with the target customer.