Abstract:

Television is generally recognized as the most powerful advertising media delivering information and entertainment to immense audiences [9]. However new technologies led to the fragmentation of existing media and audiences [18]. With the emergence of new media consumers change their habits, switch to new alternatives and use more and more multiple information channels [4]. On the other hand, they might feel overwhelmed, mistreated and disrespected, as they have a multiplicity of choices but a diminishing amount of trust and confidence [23]. Therefore, marketers also need to change their behavior in media planning to become more relevant and to precisely target fragmented audiences [8]. This problem is similar in all traditional media such as print, outdoor and radio and new media [22].