What Does a Media Buyer Do?

Media consumers are individuals or groups that consume media. The following is a comprehensive analysis of consumers. We first assume that each media consumer is an individual with unlimited needs and limited resources. At the same time, all consumers consume in order to maximize the total utility and satisfaction. In the circular movement of media production, circulation, consumption, and reproduction, media consumers occupy a dominant position.

Media consumer

Right!

Media consumers are individuals or groups that consume media. The following is a comprehensive analysis of consumers. We first assume that each media consumer is an individual with unlimited needs and limited resources, and that all consumers consume in order to maximize the total utility and satisfaction. In the circular movement of media production, circulation, consumption, and reproduction, media consumers occupy a dominant position.

Chinese name

Media consumer

Individual Differences

Appearing as an individual

Group difference

Can distinguish groups

major factor

Main external factors

Media consumers often appear as individuals. Therefore, as consumers of society, there are huge differences. ^[1]

Media consumers can distinguish groups, which is a post-mortem analysis and theoretical summary of consumer behavior. When the consumption characteristics of different types of people are aggregated, there is a difference in group consumption. ^[1]

Major external factors affecting media consumers

I. Cultural factors ^[2]

Media marketers often complain that the psychology of media consumers is complex and elusive. In this section, we will introduce the purchasing patterns of media consumers, and try to find some regular things from this model to guide media marketing practices. Before that, we need to introduce the two terms "stimulus-response" principle and "consumer black box". ^[3]

The principle comes from Watson, the founder of behavioral psychology, who pointed out that a person's complex behavior can be divided into two parts: stimulation and response. Human behavior is the response of people to stimuli. The stimulus comes from inside the body, also called 'from the external environment, and the response follows the stimulus. For media marketers, marketing activities can be seen as a stimulus to consumer purchasing behavior, including media products, media product pricing, product promotions, and product sales channels. We call them "marketing incentives." ". In addition, consumers are also affected by other stimuli, including economic factors, political factors, technical factors and cultural factors. After a series of psychological activities of consumers (a so-called "consumer black box"), a variety of stimulus factors will generate consumer responses. Media consumers will buy or reject media products. If they choose to buy, media consumers will have to choose media products, media brands, purchase locations, purchase time, and purchase quantities.