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1338:: Low-involvement/ emotional purchases: In the final quadrant, consumers make low-involvement, relatively inexpensive purchases that make them feel good. Impulse purchases and convenience goods fall into this category. The purchase leads to feelings of satisfaction which, in turn, reinforces the purchase behavior. When this approach is the dominant purchase mode, advertising messages should "congratulate" customers on their purchase choice and the media strategy should be weighted towards options that reach customers when they are close to the point-of-purchase such as billboards, sales promotion and point-of-sale displays. Examples of this approach include "McDonald's β You Deserve a Break Today" and "L'Oreal- Because You're Worth It".
1332:: Low-involvement/ rational purchases: The third quadrant represents routine low-involvement purchases evident for many packaged goods such as detergents, tissues and other consumable household items. Consumers make habitual purchases, and after consumption the benefit of using the brand is reinforced which ideally results in long-term brand loyalty (re-purchase). Given that this is a rational purchase, consumers need to be informed or reminded of the product's benefits. Advertising messages should encourage repeat purchasing and brand loyalty while media strategy should be weighted towards media that can deliver high frequency required for reminder campaigns such as TV, radio and sales promotion.
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advertising messages and media strategies to reach different target audiences. For example, McDonald's
Restaurants uses the anthropomorphic brand characters, Ronald McDonald and Hamburgler, in its advertising directed at children who are important brand-choice influencers. However, for adult target audience members, McDonald's uses messages that emphasise convenience and quality. Thus, the target audience for a given advertising message may comprise only a subset of the total market as defined in the marketing plan. Careful perusal of the marketing plan will assist marketers in the process of defining the optimal target audiences for specific advertising objectives.
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findings indicating that congruence between personality and the way a persuasive message is framed. That is, aligning the message framing with the recipient's personality profile may play an important role in ensuring the success of that message. In a recent experiment, five advertisements (each designed to target one of the five personality traits) were constructed for a single product. Findings suggest that advertisements were evaluated more positively when they aligned with participants' motives. Tailoring persuasive messages to the personality traits of the targeted audience can be an effective way of enhancing the message's impact.
1219:. Hierarchical models provide marketers and advertisers with basic insights about the nature of the target audience, the optimal message and media strategy indicated at different junctures throughout a product's life cycle. For new products, the main advertising objective should be to create awareness with a broad cross-section of the potential market as quickly as practical. When the desired levels of awareness have been attained, the promotional effort should shift to stimulating interest, desire or conviction. The number of potential purchasers decreases as the product moves through the natural sales cycle in an effect likened to a
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repetition. Advertising is especially useful for creating awareness, but personal channels come into play for the actual purchase. The "right" promotional mix should consider both message impact and message consistency. In addition, decision-makers need to recognise that consumers rely on different information sources at different stages of the purchase decision process. Therefore, advertising and other elements of the promotional campaign must be integrated to ensure that consumers receive the right messages via the right channels at the right time, depending on the consumer's readiness to buy.
1459:, the marketer advertises directly to consumers hoping that they will put pressure on retailers to stock the product or brand, thereby pulling it through the distribution channel. In a push strategy the promotional mix would consist of trade advertising and sales calls while the advertising media would normally be weighted towards trade magazines, exhibitions and trade shows while a pull strategy would make more extensive use consumer-oriented advertising and sales promotions while the media mix would be weighted towards mass-market media such as newspapers, magazines, television and radio.
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identified sponsor, and involves either mass communication viz newspapers, magazines, radio, television, and other media (e.g., billboards, bus stop signage) or direct to-consumer communication via direct mail". and "the element of the marketing communications mix that is non-personal, paid for by an identified sponsor, and disseminated through mass channels of communication to promote the adoption of goods, services, persons, or ideas." One of the shortest definitions is that advertising is "a paid, mass-mediated attempt to persuade".
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1314:: High-involvement/ emotional purchases: In the second quadrant, audiences exhibit an emotional response to advertisements which transfers to products. This approach is used for products such as jewellery, expensive perfumes and designer fashion where consumers are emotionally involved in the purchase. When this mode of purchasing is evident, advertising should be designed to create a strong brand image and media should be selected to support the relevant image. For example, magazines such as
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evaluate whether advertising budgets are being well-spent and to assess whether the campaign requires improvement and, if necessary, to fine-tune campaigns in order to achieve the desired advertising effects. The main aim of effectiveness testing is to improve consumer response rates. Broadly, there are two classes of effectiveness testing: Tracking refers to a combination of both pre-testing and post-testing in order to provide continuous monitoring of advertising effects.
3541:) is believed to provide a relatively precise measure of the amount of mental effort associated with a task. Pupil dilation tests became a staple of advertising copy testing during the 1970s as a way to test consumers' responses to television commercials. Pupil dilation suggests a stronger interest in the stimuli and can be associated with arousal and action. Pupil dilation is not only used to study advertising, but also used to investigate product and package design.
2244:. To this basic benchmark of three exposures, media planners recognise that to achieve higher-level communication goals, such as persuasion and lead generation, higher levels of frequency are required. To achieve simple brand awareness, three exposures may be sufficient, but for consumers to act on that awareness, higher levels of exposure may be required. Some theorists have developed sophisticated decision models to assist with planning optimal frequency levels.
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that a large number of consumers are aware of the brand and are favourably disposed towards it. Furthermore, consumers' purchase intentions may be dependent on other marketing activities such as access, price, the ability to trial the brand prior to final purchase and other marketing activities. It is unfair to hold marketing communications accountable for all sales when it is only one element in the total marketing effort.
1223:. Early in the campaign, the marketers should attempt to reach as many potential buyers as possible with high impact messages. Later in the cycle, and as the number of prospects becomes smaller, the marketer can employ more tightly targeted promotional activities such as personal selling, direct mail and email directed at those individuals or sub-segments more likely to exhibit a genuine interest in the product or brand.
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2746:β that is taking a representative sample of the population and recording their media usage which is then extrapolated to the general population. Media owners typically share research findings with prospective advertisers, while selected findings are available to the general public via the media research company or an entity, such as a broadcast commission, established to administer the audience research process.
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3595:(EEG) is a device that measures changes in brain-wave activity. EEG testing can detect emotional arousal which is difficult to detect using alternative testing methods. Arousal is an indicator of the advertisement's ability to grab attention and engage the consumer in the message. EEG testing is a cumbersome and invasive testing method which militates against routine use in advertising testing.
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and online media magazine or newspaper is a specialized form of market research, often conducted on behalf of media owners. In most nations, the advertising industry, via its peak industry associations, endorses a single media research company as the official provider of audience measurement for main media. The methodology used by the official provider then becomes known as the
630:. By definition, an in-house agency is "an advertising organization that is owned and operated by the corporation it serves". Its mission is to provide advertising services in support of its parent company's business and marketing objectives. Well-known brands that currently use in-house agencies include Google, Calvin Klein, Adobe, Dell, IBM, Kraft, Marriott and Wendy's.
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962:. Empirical research in the pure affect sphere suggests that advertising messages do not need to be informative to be effective, however consumers must like the advertising execution for the message to be effective. In addition, ad liking and advertiser credibility, may be especially important for corporate image advertising (compared to product-related advertising).
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1352:'myth' and advertising as 'myth-making' while other models seek to tap into the consumer's memories of pleasant consumption experiences (e.g. the MAC- Memory-Affect-Cognition model). Hierarchy-free models are of increasing interest to academics and practitioners because they are more customer-centric and allow for the possibility of consumer co-creation of value.
557:(AMA) defines advertising as "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas". The
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30% Mags; 15% Digital and 5% Out-of-home). To make these decisions, the planner requires a detailed understanding of the target market and its media usage habits. Accordingly, the design of the media channel strategy requires a rich understanding of the media options and what each type of media can accomplish in terms of audience reach and engagement.
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advertising problems. In-house agencies deliver cost advantages, time efficiencies and afford marketers greater control over the advertising effort. In addition, personnel who work within an in-house agency gain considerable creative experience which stays within the company. Recent trends suggest that the number of in-house agencies is rising.
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3706:. When audiences are repeatedly exposed to the same message, the level of attention begins to plateau and eventually decays. Any further repetitions may cease to be noticed or may alienate target audiences. When wear-out occurs, additional advertising expenditure is simply wasted. One way that advertisers avoid wear-out is to use
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treated as part of a total marketing communications program and that steps are taken to ensure that it is integrated with all other marketing communications, so that all communications messages speak with a 'single voice'. The process of ensuring message consistency across the entire marketing communications program is known as
2291:. The main advantage of a concentrated channel strategy is that the advertiser has the opportunity to achieve a high share-of- voice and can become the dominant advertiser in the selected channels. A dispersion approach allows the advertiser to reach a broader cross-section of the defined target market.
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in the 1920s to evaluate the copy effectiveness of print advertisements and are still in use today. A consumer is shown a magazine page by page and subsequently asked whether they had noticed any part an advertisement. If they answer, 'Yes', the interviewer asks the respondent to indicate which parts
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While viewing an advertisement, a sensor aims a beam of infrared light at the eye and follows the movement to show the spot on which the viewer is focusing. This shows the length of time the viewer focuses on each element of the image and the general sequence used to interpret the image. Eye tracking
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For decades, researchers have been using physiological measures to study such responses to advertising. These measures include such things as pupil response, electrode mal response (GSR) and heart rate. These measures have been shown to be effective measures of attention and the strength of emotional
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A major consideration in constructing media schedules is timing. The advertiser's main is to place the advertisement as close as practical to the point where consumers make their purchase decision. For example, an advertiser who knows that a grocery buyer does a main shop on
Saturday afternoons and a
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Using the percentage-of-sales method, the advertiser allocates a fixed percentage (say 5% or 10%) of forecast sales value to the advertising budget. This method is predicated on the assumption that advertising causes future sales volume. The percentage of sales method is the easiest method to use and
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As consumers move through the hierarchy of effects, they pass through both a cognitive processing stage and an affective processing stage before any action occurs. Thus, the hierarchy of effects models all include
Cognition (C)- Affect (A)- Behaviour (B) as the core steps in the underlying behavioral
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In commercial organisations, advertising, along with other marketing communications activities, is the ultimate responsibility of the marketing department. Some companies outsource part or all of the work to specialists such as advertising agencies, creative design teams, web designers, media buyers,
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The aim of post-testing is to provide indicators of how well a given campaign is achieving the desired communications objectives, so that corrective action and fine-tuning can occur during the campaign as well as to evaluate the effectiveness of advertising expenditure in order to provide benchmarks
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Many advertisers opt to centralise their media buying through large media agencies such as Zenith or
Optimedia. These large media agencies are able to exert market power through volume purchasing by buying up space for an entire year. Media agencies benefit advertisers by providing advertising units
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While it is certainly possible for advertisers to purchase advertising spots by dealing directly with media owners (e.g. newspapers, magazines or broadcast networks), in practice most media buying is purchased as part of broader negotiations. Prices depend on the advertiser's prior relationship with
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Although much of the audience research data is only available to subscribers and prospective advertisers, basic information is published for the general public, often as topline survey findings. The type and depth of freely available information varies across geographic markets. The following table
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Media audience research is a central feature of media planning. The main purpose of media research is "to eliminate waste in advertising by objectively analysing the media available for promoting products and services". Identifying and profiling the audience for print media, broadcast media, cinema
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With respect to frequency objectives, the planner must determine the optimal level of frequency in order to achieve the desired communications objective. Media planners often work with rules of thumb for setting frequency objectives that are based on an extensive body of evidence drawn from research
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The objective and task method is the most rational and defensible of all budgeting methods. In this method, the advertiser determines the advertising objectives and then defines specific, measurable communication tasks that will need to be undertaken to achieve the desired objectives. Cost estimates
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Hierarchical models are linear sequential models built on an assumption that consumers move through a series of cognitive and affective stages culminating in the purchase decision. The common theme among these models is that advertising operates as a stimulus and the purchase decision is a response.
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Studies have repeatedly demonstrated a clear association between advertising and sales response. Yet the exact process that leads from the consumer of being exposed to an advertising message through to a purchase or behavioral response is not entirely clear. Noting the difficulties in explaining how
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Marketers need to be aware of the strengths and weaknesses of each of the elements in the promotional mix in order to select the right blend for a given situation. For instance, public relations allows for high credibility message delivery with relatively low costs, while advertising permits message
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Ad tracking or campaign tracking refers to techniques used to monitor the "in-market performance" of advertising. Ad tracking uses a combination of pre-testing and post-testing. Pre-testing is used to establish benchmarks against which the actual performance of a campaign can be measured during and
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Galvanic skin response uses a device, called a galvanometer, which is very similar to a lie detector, designed to measure minute amounts of skin perspiration and electrical activity in the skin. Changes in skin response are associated with arousal and are an indicator of the advertisement's ability
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Researchers often use mock-ups of the final creative with varying degrees of finished artwork. Some mock-ups are only intended to be seen by the advertising agency and client during the advertising concept development stage. However, mock-ups are useful for gauging audience response to the proposed
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With reach and frequency objectives firmly in place, the planner turns to determining the media mix and selecting appropriate media vehicles to carry the message. The media planner must determine the way that the advertising budget is to be allocated across the relevant media options (e.g. 50% TV;
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for budgets and for media selection. In an intensive campaign (heavy weight campaign), the media strategy is normally skewed towards main media, which remains the most cost efficient means of reaching large audiences with the relatively high frequency needed to create stable brand awareness levels.
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Planners also need to consider the combined effects of reach and frequency (GRPs). In an intensive campaign, the schedule will utilise both broad reach (expose more people to the message) and high frequency (expose people multiple times to the message). The overall campaign weight has implications
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that will establish the intended product position in the minds of the customer. Another way of thinking about the creative concept is that it refers to the one thing that will make consumers respond. The creative concept should show how the product benefit meets the customer's needs or expectations
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Communications objectives are derived from marketing objectives. However, communications objectives must be framed in terms of communications effects. For example, a company's short-term marketing objective might be to increase sales response for a given brand. However, this objective would require
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Many authors have treated reason (rational processes) and emotion (affective processes) as entirely independent. Yet, other researchers have argued that both reason and emotion can be employed simultaneously, to process advertising information. Hierarchy-free models draw on evidence from psychology
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While advertising is an excellent tool for creating awareness, brand attitude and purchase intent, it usually requires support from other elements in the promotion mix and the marketing program to convert purchase intent into an actual sale. Many different techniques can be used to convert interest
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Advertising is just one of many elements that comprise the promotional mix. When marketers communicate with target markets across a broad range of different promotional types and media, the potential for contradictory or mixed messages is very real. Accordingly, it is important that advertising is
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use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Corporate advertising refers to paid messages
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Buying advertising spots on national TV is very expensive. Given that most media outlets use dynamic pricing, rates vary from day to day, creating difficulties locating indicative rates. However, from time to time, trade magazines publish adrates which may be used as a general guide. The following
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The total number of people in a given geographical area who conform to a specific definition, such as the number of people with a television (or radio) set or the total number of people aged 6β12 years. Population potentials are normally derived from the census figures and are used to estimate the
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Informational appeals typically involve factual claims that list the product's benefits in a straightforward manner and are more likely to be used with high involvement goods. Transformational appeals play on emotions and are designed to transform the consumer's perceptions of themselves or of the
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For many purchases, category need and purchase facilitation will be present in the customer's mind and can be omitted from the advertising objectives. However, for some purchases, the customer may not be aware of the product category or may not know how to access it, in which case these objectives
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The marketing plan can be expected to provide information about the company's long and short-term goals, competitive rivalry, a description of the target market, products offered, positioning strategy, pricing strategy, distribution strategy and other promotional programs. All of this information
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The FCB planning grid was developed by
Richard Vaughan, who was the senior vice president at advertising agency, Foote, Cone and Belding, in the 1980s. The planning grid has two dimensions, involvement and information processing. Each dimension has two values, representing extremes of a continuum,
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There are many integrative frameworks. Two of the more widely used models are the grids developed by Foote, Cone, Belding (FCB) (see below) and another devised by
Rossiter and Percy, and which is an extension of the FCB approach. These planning grids are very popular with advertising practitioners
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The traditional approach to media strategy was primarily concerned with setting objectives for message reach, weight and frequency. The contemporary approach, however, often treats the media strategy as an extension of the creative strategy. For example, L'Oreal Men's Expert promoted its skincare
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A major problem with the %-of-sales method is that there is no consensus about the percentage value to apply. Some companies use industry averages as a guide to set their marcomms budget. The following table, based on industry averages, shows that the % value can vary from around 20% of
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A number of different methods are used to develop the advertising (and/or marketing communications) budget. The most commonly used methods are: percentage-of-sales, objective and task, competitive parity method, market share method, unit sales method, all available funds method and the affordable
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for a product or brand. By definition, the target audience is the intended audience for a given advertisement or message in a publication or broadcast medium, while the target market consists of all existing and potential consumers of a product, service or brand. Companies often develop different
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Advertising planning does not occur in a vacuum. Advertising objectives are derived from marketing objectives. Therefore, the first step in any advertising planning is to review to the objectives as set out in the marketing plan. This is designed to ensure that all promotional efforts, including
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High-involvement/ rational purchases: In the first quadrant consumers learn about a product through advertising after which they develop a favourable (or unfavourable) disposition to the product which may or may not culminate in a purchase. This approach is considered optimal for advertising high
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Theoretical works, combined with empirical studies, suggest that advertising information is more useful for experience goods (experiential services) than for search goods (tangible products). Research studies also suggest that consumers who are involved in the purchase decision are more likely to
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Both in-house agencies and outsourcing models have their own advantages and disadvantages. Outsourcing to an external agency allows marketers to obtain highly specialised strategic, research and planning skills, access to top creative talent and provides an independent perspective on marketing or
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defines advertising as "the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media". Selected marketing scholars have defined advertising in the following terms: "any non-personal communication that is paid for by an
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Day-after-recall (DAR) tests were developed by George Gallup in the 1940s and are still used. DAR tests provide a measure of the percentage of the people who recall something specific about an ad (e.g., sales message or a visual) the day following exposure. Interviewers ask questions designed to
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In projective techniques, the respondent is invited to project themselves into the advertisement. There are many projective techniques including word association, sentence completion and story completion. These techniques assume that when exposed to incomplete stimuli, respondents use underlying
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Advertising is a major expense for most firms. Improved advertising effectiveness can deliver strategic and tactical advantages as well as helping to manage costs. Advertising managers are expected to be accountable for advertising budgets. Hence, most campaigns invest in a number of measures to
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With respect to reach objectives, planners must decide what proportion of the target market need to be exposed to the advertising message. It is not always necessary to reach 100% of the target market. For new brands or brands with very low levels of awareness, it may be desirable to reach every
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In addition to determining the overall creative strategy, the advertiser also needs to consider the creative execution β which refers to the way that the message is presented. Examples of creative execution include: problem-solution formats, fear appeals, sex appeals, humour, parody, slogans or
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which suggest that consumers process information via different pathways rather than in any linear/ sequential manner. Thus, hierarchy-free models do not employ any fixed processing sequence. These models treat advertising as part of the brand totality. Some hierarchy-free models treat brands as
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The literature offers numerous variations on the basic path to persuasion. The basic AIDA model is one of the longest serving models. Contemporary hierarchical models often modify or expand the basic AIDA model, resulting in additional steps, however, all follow the basic sequence which includes
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The advertising and marketing literature suggests a variety of different models to explain how advertising works. These models are not competing theories, but rather explanations of how advertising persuades or influences different types of consumers in different purchase contexts. In a seminal
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Advertising return on investment (advertising ROI) is designed to ensure that the right advertising tactics were employed. Good measures of advertising ROI should consider both short term and long term measures. Online campaigns and co-operative advertising are useful for building sales, while
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Empirical support for the effectiveness of pulsing is relatively weak. However, research suggests that continuous schedules and flighted schedules generally result in strong levels of consumer recall. With flighted schedules, the second and subsequent flights tend to build on the first flight,
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The competitive parity method allocates the advertising or promotional budget based on competitive spending for comparable activities. This approach is a defensive strategy used to protect a brand market position. It assumes that rival firms have similar objectives and is widely used in highly
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While advertising is an excellent tool for creating awareness and interest in a brand, it is less effective at turning that awareness and interest into actual sales. To convert interest into sales, different promotional tools such as personal selling or sales promotion may be more useful. Many
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Integrative models assume that consumers process advertising information via two paths β both cognitive (thinking) and affective (feeling) simultaneously. These models seek to combine the type of purchase with the consumer's dominant mode of processing. Integrative models are based on research
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or an online directory means that the consumer does not have to travel from store to store in search of a product or service. Consumers process this information at a cognitive level before forming an attitude to the brand and purchase intent. A cognition is any thought that surfaces during the
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Advertising researchers have a long-standing interest in understanding both the degree and type of cognitive elaboration that occurs when consumers are exposed to persuasive messages. Cognitive information models assume that consumers are rational decision-makers, and that advertising provides
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In summary, given that advertising is paid, it is one of the many controllable elements in the marketing program. Advertising is qualitatively different from publicity where the message sponsor is either not identified or ambiguously defined, and different from personal selling which occurs in
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Pure affect models suggest that consumers shape their preferences to a brand based on the feelings and attitudes elicited by exposure to an advertising message. When consumers view an advertisement, they not only develop attitudes towards the advertisement and the advertiser, but also develop
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advertising copy. Mock-ups can be used in face-to-face interviews, small focus groups or theatre tests. A sample of respondents is invited to look at the mock-ups and subsequently asked a series of questions designed to capture advertising effects that are of interest for the given campaign.
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The size of the budget has implications for the promotional mix, the media mix and market coverage. As a generalisation, very large budgets are required to sustain national television campaigns. Advertisers with tight budgets may forced to use less effective media alternatives. However, even
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On the surface, integrated marketing communications appear to be simple common sense. Yet, a survey of brand advertisers carried out by the
Association of National Advertisers (ANA) revealed that while 67 per cent of marketers engage in integrated marketing communications, just one third are
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in audience measurement. Industry members fund the audience research and share the findings. In a few countries, where the industry is more fragmented or where there is no clear peak industry association, two or more competing organisations may provide audience measurement services. In such
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In order to set realistic and achievable advertising objectives, most advertisers try to link advertising or communications objectives with the communications effects. Rossiter and
Bellman have argued that, for advertising purposes, five communications effects should be considered, namely:
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Whether a company chooses to outsource advertising functions to an external agency or carry them out within the marketing department, marketers need a rich understanding of advertising principles in order to prepare effective advertising plans, brief relevant agencies about their needs and
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A firm's advertising budget is a sub-set of its overall budget. For many firms, the cost of advertising is one of the largest expenses, second only to wages and salaries. Advertising expenditure varies enormously according to firm size, market coverage, managerial expectations and even
1373:. The review or audit might consider such issues as prior marketing communications activity, an evaluation of what has been effective in the past, whether new market research studies are warranted, an outline of competitive advertising activity and a review of budgetary considerations.
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The number of listeners (or viewers) for a given channel over a given time period, expressed as a percentage of the total audience potential for the total market. (The audience share is normally calculated by dividing a given channel's average audience by the average audience of all
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Pure affect models help to explain the consumer's emotional responses to advertising and brands. These models suggest that simple exposure to a brand is sufficient to generate purchase intention. Exposure in the form of advertising messages leads to an attitude to the advertisement
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top-up shop on
Wednesday nights, may consider TV to achieve general brand awareness, supplemented with radio spots to reach the shopper while he or she is driving to the supermarket or regular place of purchase on the days when the majority of consumers carry out their shopping.
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ticket items such as cars and household furniture. When this is the dominant approach to purchasing, advertising messages should be information-rich and media strategy should be weighted towards media such as magazines and newspapers capable of delivering long-copy advertising.
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firm, a media outlet, or may be hired directly by a company to work in their in-house agency where they would take responsibility for communications designed to develop the company's brands or group of brands. In the agency environment, advertising managers are often known as
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ime-dependent (SMART). Any statement of advertising objectives must include measurement benchmarks β that is the norms against which advertising effectiveness will be evaluated. One of the first approaches to setting communications-oriented objectives was the DAGMAR approach
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and their role involves working closely with client firms. In a marketing department, the advertising manager's position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns.
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are developed for each communication task in order to arrive at a total budget estimate. This method is time-consuming and complex, and as a consequence has been less widely used in practice, however, recent research suggests that more marketers are taking up this approach.
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Competitive parity requires a detailed understanding of competitor's expenditure in key areas. Market intelligence used to inform this approach can be obtained by consulting company annual reports and also from commercial research service providers such as
Nielsen's AdEx.
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range on dry-cleaner hangers. When customers picked up their shirt, they found a $ 2 coupon and a message, "Your shirt doesn't come with wrinkles, why should your face?" This novel execution shows how media and creative can be integrated to generate powerful advertising.
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continues through to setting advertising budgets, developing advertising objectives, executing the creative messages and follows up with efforts to measure the extent to which objectives were achieved and evaluate the cost-benefit of the overall advertising effort.
582:(i.e. commercial mass media) which implies that it is directed at a mass audience rather than at an individual consumer and is a one-way communication mode where the sponsor sends messages, but recipients cannot respond or ask questions about the message content.
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attitudes or motivations to complete the storyline, thereby revealing their fears and aspirations that may not surface under more direct questioning. Projective techniques have been found to be very useful for evaluating concepts and generating new concepts.
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Advertising refers to any paid form of communication designed to create interest in or stimulate sales of products or services. Companies are constantly searching for novel media, such as these human billboards, to get their message out to potential
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designed to communicate the corporation's values to influence public opinion. Yet other types of advertising such as not-for-profit advertising and political advertising present special challenges that require different strategies and approaches.
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the network, the volume of inventory being purchased, the timing of the booking and whether the advertiser is using cross-media promotions such as product placements. Advertising spots purchased closer to airtime tend to be more expensive.
3363:: qualitative and quantitative measures taken during or after the target audience has been exposed to the message or advertising campaign and used to track the extent to which advertising is achieving the desired communications objectives.
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Setting advertising objectives provides the framework for the entire advertising plan. Therefore, it is important to specify precisely what is to be achieved and outline how advertising will be evaluated. Advertising objectives should be
739:/ merchandising: activities designed to stimulate sales normally at the point-of-sale; includes retail displays, product sampling, special price offers, shelf talkers, contests, giveaways, promotional items, competitions and other methods
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Consumers tend to think that all forms of commercial promotion constitute advertising. However, in marketing and advertising, the term "advertising" has a very special meaning that reflects its status as a distinct type of promotion.
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member of the target market. However, for reminder type campaigns lower levels of reach may be all that is required. Reach objectives are normally framed in terms of a percentage of market. For example, a reach objective might read;
1783:. Procter and Gamble, the top US advertiser, spent US$ 4.3 billion in 2015 on national media (exclusive of agency fees and production costs) while a small local advertiser might spend just a few thousand dollars in the same period.
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All hierarchical models indicate that brand awareness is a necessary precondition to brand attitude, brand preference or brand purchase intention. The process of moving consumers from purchase intention to actual sales is known as
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The review should take note of the overall target market. However, this does not necessarily mean that the advertising campaign will be directed at the total target market. Marketers and advertisers make a distinction between the
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Media research acts as form of industry regulation and the legitimacy of research methodologies and provision of audience metrics. Media owners rely on metrics of both audience size and audience quality to set advertising rates.
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FmRI is a technique that enables researchers to monitor activity in specific areas of the brain. This technique has been used to identify specific brain networks associated with pleasure and arousal associated with advertising.
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A common theme in cognitive information models is that the net favourability of cognitive responses has a direct influence on attitude strength. In the cognitive information models, the general path to persuasion is as follows:
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for future advertising programs. Techniques used in post-testing depend on the media employed, and may include such tests as Starch scores, day-after recall tests (DAR), campaign tracking, advertising ROI and other measures.
3318:: a combination of both continuity and pulsing; low levels of continuous advertising followed by bursts of more intense levels of advertising; (i.e. alternates between a high spending pattern and a low spending pattern)
4543:
Mudzanani, T., "A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies," African Journal of Marketing Management, Vol. 7, no 8, 2015, pp.
1455:, the marketer advertises intensively with retailers and wholesalers, with the expectation that they will stock the product or brand, and that consumers will purchase it when they see it in stores. In contrast, in a
3710:β that is, the use of different executions of the same message. Campaign tracking can assist advertisers to determine when to introduce a new execution of the same advertising message or to fine-tune the campaign.
603:
refers to the advertising message, per se, advertising management refers to the process of planning and executing an advertising campaign or campaigns; that is, it is a series of planned decisions that begins with
2240:
findings. For example, empirical evidence suggests that the average consumer needs to be exposed to a message at least three times before they become aware of the brand information. This is sometimes known as the
997:
and other variants. Some authors have argued that, for advertising purposes, the hierarchical models have dominated advertising theory, and that, of these models, the AIDA model is one of the most widely applied.
1377:
has potential implications for developing the advertising program. The advertiser must study the marketing plan carefully and determine how to translate the marketing objectives into an advertising program. Each
487:
Advertising management is a complex process that involves making many layered decisions including developing advertising strategies, setting an advertising budget, setting advertising objectives, determining the
3477:: very rough versions of a TV commercial that include stock images and film footage designed to emulate the look and feel of the final creative execution; rip-o-matic are often called "mood" or "concept" videos.
626:
events management specialists or other relevant service providers. Another option is for a company to carry out most or all of the advertising functions within the marketing department in what is known as an
4214:
1787:
advertisers with small budgets may be able to incorporate expensive main media, by focusing on narrow geographic markets, buying spots in non-peak time periods and carefully managing advertising schedules.
935:) without any further cognitive processing. Exposure it not restricted to physical contact; rather it can refer to any brand-related contact such as advertising, promotion or virtual brands on websites.
747:: a planned activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization.
1944:
The creative strategy explains how the advertising campaign will address the advertising objectives. Developing the creative strategy typically begins by identifying the big idea (also known as the
3282:
A media schedule is a program or plan that "identifies the media channels used in an advertising campaign, and specifies insertion or broadcast dates, positions, and duration of the messages".
3921:
3079:*** There is so single, official currency for measuring TV audiences in Malaysia. Currently two competing companies provide data, using different methodologies (Nielsen Media and Kantar Media)
1952:
Laskey et al. developed a typology of nine creative strategies. Initially devised for television, this typology has been widely adopted for other media including print media and social media.
1245:
specifically involvement (high/low) and information processing (thinking/feeling). These form a 2 Γ 2 matrix with four cells representing the different types of advertising effects.
2612:
2474:
806:
refers to the way that all stakeholders such as employees, suppliers, customers and others cooperate to communicate a shared understanding of the company's key messages and values and (5)
553:
The marketing and advertising literature has many different definitions of advertising, but it is possible to identify common elements or themes within most of these definitions. The
3501:: a more elaborate version of a storyboard that includes dialogue, soundtracks and voice overs that are intended to represent a more polished version of the final creative execution.
5362:
5115:
Vol. 23, No. 4, 65β80; Wang L. and Praet C., "Message Strategy Typologies: A Review, Integration, and Empirical Validation in China," In: Verlegh P., Voorveld H., Eisend M. (eds),
4050:
1932:
and others. Contemporary budgeting rarely relies on a single method, but instead uses a combination of methods to guide the marketer in determining the optimal expenditure levels.
3526:
response. With the rise of consumer neuroscience, researchers have begun to use a much wider range of measures to investigate cognitive responses as well as emotional responses.
662:
that can leverage other elements of the promotional mix and marketing program. Therefore, advertising must be considered as part of a broader marketing and promotional program.
3640:β the percentage of readers who recognize the advertisement as one they previously saw in the magazine issue (designed to capture the advertisement's ability to grab attention)
6441:
Bolls, P.D., Wise, K. and Bradley, S.D., "Embodied Motivation Cognition: A Theoretical Framework for Understanding Cognitive Processes Underlying Advertising Exposure," in
1212:
into sales including special price offers, special promotional offers, attractive trade-in terms, guarantees or a strong call-to-action as part of the advertising message.
814:
satisfied with their efforts. In practice, integrating communications messages across a broad range of promotional formats and media channels is very difficult to achieve.
802:
refers to the ways that different internal and external agencies (e.g. web designers, advertising agencies, PR consultants) coordinate to provide a consistent message; (4)
1770:
will need to be addressed in the communications objectives. Brand awareness, brand preference and purchase intention are almost always included as advertising objectives.
1519:
esults) developed in the 1960s. While memorable, the DAGMAR approach fails to provide concrete guidance on how to link advertising objectives with communications effects.
3647:β the percentage of readers who saw or read any part of the advertisement that clearly indicated the brand advertised (designed to indicate the level of brand processing)
3560:
is often used to fine tune advertising executions. Research studies suggest that eye tracking is associated with brand recognition, but less useful for brand recall.
723:: the act of providing money for a television or radio program, website, sports event, or other activity usually in exchange for advertising or other form of promotion
2853:β a crude measure of the number of people who were exposed to the medium, For example, the number of cars that drive past an outdoor billboard in a given time period
4205:
3076:** English is one of the three official languages spoken in Malaysia. Print and broadcast media are normally segmented into language first and demographics second.
5111:
Clow, K. E.; Roy, D. P.; and L. B. Hershey (2002), "A Comparison of the Incidence of Advertising Strategies in Business-related Magazines: Service Versus Goods,"
914:
actively seek out product information and actively process advertising messages while low-involvement consumers are more likely to respond at an emotional level.
1143:
Cognition- Affect- Behaviour. Some of these newer models have been adapted to accommodate consumer's digital media habits. Selected hierarchical models follow:
6177:
3106:
table provides indicative advertising rates for selected popular programs on American national television networks, broadcast during prime time viewing hours.
1001:
The AIDA model proposes that advertising messages need to accomplish a number of tasks designed to move the consumer through a series of sequential steps from
3493:: a sequence of drawings or photographs accompanied by relevant copy and designed to resemble the final creative execution of a film or digital TV commercial.
822:
3409:
Specific types of pre-testing include copy tests, projective techniques and increasingly, a diverse range of physiological and/or biometric testing methods.
3351:: qualitative and quantitative measures taken prior to running an advertisement with a view to gauging audience response and eliminating potential weaknesses
4193:
Silk, A.J. and Stiglin, M.M., "Build It, Buy It Or Both? Rethinking the Sourcing of Advertising Services," Working Paper no. 15-093, Harvard Business School
2129:
2111:
jingles, mnemonics, slice-of-life, guarantee, celebrity endorsement, testimonial, news style, scientific appeals, dramatisation and product demonstration.
1971:
approach. Because they bypass rational cognitive processing, transformational appeals are less likely to result in counter-arguing in the consumer's mind.
5489:
4884:
Priyanka, R., "AIDA Marketing Communication Model: Stimulating a Purchase Decision in the Minds of the Consumers through a Linear Progression of Steps,"
4714:
Bharadwaj, S.G., Varadarajan, P.R. and Fahy,J., "Sustainable competitive advantage in service industries: a conceptual model and research propositions,"
4701:
MacKenzie, S.B. and Lutz, R.J., "An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context,"
3821:
4636:
Coulter, Keith S.; Punj, Girish N. (2007). "Understanding the Role of Idiosyncratic Thinking in Brand Attitude Formation: The Dual Interference Model".
4521:
6th ed., New York, McGraw-Hill/Irwin, 2004. Note that Belch and Belch's definition is based on that provided by the Association of National Advertisers.
1885:
competitive markets. The main criticism of this method is that it assumes competitors know what they are doing in relation to advertising expenditure.
2742:
Research companies employ different methodologies depending on where and when media is used and the cost of data collection. All these methods involve
1361:
advertising, are working towards achieving both short-term and long-term corporate and marketing goals and align with the company's values and vision.
1216:
835:
paper, Vankratsas and Ambler surveyed more than 250 papers to develop a typology of advertising models. They identified four broad classes of model:
549:
A key characteristic of advertising is that it utilises mass media channels such as newspapers, magazines, radio or TV to reach potential customers.
4780:
Cacioppo, J.T.; Petty, R.E.; Kao, C.F.; Rodriguez, R. (1986). "Central and peripheral routes to persuasion: An individual difference perspective".
5546:
4727:
Petty, R. E, Cacioppo, J. T., and Schumann, D., "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,"
4023:
3816:
3420:
is testing that evaluates advertising copy and creative executions. In this section, the principal methods of copy testing are briefly discussed.
5636:
4445:
500:), developing the message strategy, and evaluating the overall effectiveness of the advertising effort.) Advertising management may also involve
4414:
4395:
4376:
2190:
How often does an audience member need to hear our message before it is noticed or achieves the desired consumer response? (Effective frequency)
1967:
product. Transformational appeals are more likely to be indicated for low-involvement goods or services. Emotional appeals are often known as a
863:
826:
Advertising messages are all around us, yet the mechanism which leads from exposure to brand advertising through to sales is not entirely clear.
5702:
Coursaris, C, van Osch, and Brooks, B., "Social Media Marketing on Twitter: An Investigation of the Involvement-Messaging Engagement Link," in
5030:
Hirsh, J. B.; Kang, S. K.; Bodenhausen, G. V. (2012). "Personalized persuasion: Tailoring persuasive appeals to recipient personality traits".
5016:
Yoon,K., Laczniak, R.N., Muehling, D.D. and Reece, B.B., "A Revised Model of Advertising Processing: Extending the Dual Mediation Hypothesis,"
4483:
507:
Advertising management is a complex process. However, at its simplest level, advertising management can be reduced to four key decision areas:
6072:
6429:
4464:
4322:
4267:
4033:
3604:
1138:
Cognition (Awareness/learning) β Affect (Feeling/ interest/ desire)β Behavior (Action e.g. purchase/ consumption/ usage/ sharing information)
6252:, Jagdish N. Sheth and Naresh K. Malhotra, (eds), Part 4, Advertising and Integrated Communication, Chichester, West Sussex, UK: Wiley, 2011
658:
refers to the specific combination of promotional methods used for a brand, product or family of products. Advertising is best treated as a
6483:
Arnold, Stephen J.; Bird, J. Richard (1 March 1982). "The Day-after Recall Test of Advertising Effectiveness: A Discussion of the Issues".
4502:
4081:
3806:
2790:
The average number of people who tuned into the given time or given program, expressed in thousands or as a percentage. Also known as a
771:
452:
6323:
Belch, M. A., Holgerson, B.E., Belch, G.E> and Koppman, J., "Psychophysiological and Cognitive Responses to Sex in Advertising", in
5738:
2146:
2) Developing a media channel strategy for implementing media objectives β the broad vision of when and how to reach target audiences;
6543:
6392:
6293:
5846:
5808:
5661:
5617:
5470:
5372:
5306:
5282:
4952:
3453:
To pre-test advertisements, researchers might use face-to-face interviews, small focus groups or theatre tests for larger audiences.
6354:
6262:
3306:: a pattern of relatively constant levels throughout a given time period or campaign (i.e. a relatively expensive spending pattern)
2771:
the total number of people who have seen or looked into a current edition of the a publication (independently measured via survey)
4025:
Integrated Marketing Communications for Public Policy: Perspectives from the World's Largest Employment Guarantee Program MGNREGA
3811:
3654:β the percentage of readers who read half or more of the ad's written material (an indicator of reader involvement or engagement)
2712:
831:
advertising works, one theorist wrote, "Only the brave or ignorant...can say exactly what advertising does in the marketplace."
810:
refers to the way that communications professionals contribute to the company's overall corporate goals and quality management.
782:
Mounting a display at a trade-fair or exhibition, such as the Hong Kong Food Show, is part of a company's total promotional mix.
6603:
3985:(1910β1984) β developed the concept of the unique selling proposition (USP) and advocated the use of repetition in advertising
2210:
is defined as the average number of times a household (or person) is exposed to an advertising message in a given time period.
1321:
6598:
3884:
554:
1451:
The communications objectives will, at least in part, depend on whether the marketer is using a push or pull strategy. In a
545:
2281:
In a concentrated approach the planner invests most of the media expenditure in a single medium or a narrow range or media.
2133:
Integrating the creative and the media can result in imaginative and powerful messages that grab attention and are noticed.
6613:
6608:
3761:
898:
596:
real-time and involves some face-to-face contact between the message sponsor and recipient allowing for two-way dialogue.
3796:
2079:
Claim of superiority based on extrinsic factors such as customer perceptions, designed to give the brand a 'personality'
798:
refers to capacity of different promotional tools to complement each other and deliver a unified, coherent message; (3)
5441:
The Blessings of Paid Advertising: DISCOVER The Industry Expert Tips For Maximizing ROI on a Tight Advertising Budget,
3702:
after the campaign has run. A particular area of concern during an advertising campaign is the problem of advertising
2257:
465:
6144:
4289:
4231:
3300:: one concentrated burst of intense levels of advertising, normally during the initial period of the planning horizon
1394:
authors caution against using sales or market share objectives for marketing communications or advertising purposes.
1325:
Impulse purchases are low-involvement/ emotional purchase items that make consumers feel good (i.e., FCB Quadrant 4).
477:
is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy.
5427:
621:
Calvin Klein is one of a growing number of companies that uses an in-house agency for its advertising and promotion.
3970:
3866:
2728:
2008:
1215:
In order to penetrate markets, it is essential that high levels of awareness are created as early as possible in a
376:
5588:
1369:
A review of the marketing plan can be a relatively simple process, or it can involve a formal review, known as an
5072:
Maclnnis, D.J. and Jaworski, B.J. "Information Processing from Advertisements: Toward an integrative framework,"
4227:
Duggan, B., "In-House Agencies Grow in Importance', 30 August, Association of National Advertisers, 2013 Online:
3469:: (abbreviation of "composition art") refers to rough art included along with copy, slogans and campaign strategy
690:: the dedicated production of content designed to display corporate or branded messages in an entertaining format
3312:: an intermittent pattern of bursts of advertising followed by no advertising (i.e. a moderate spending pattern)
646:
5486:
3826:
3781:
1904:
e) Use competitive activity as a benchmark to which sums are added or subtracted based on managerial judgement.
980:
100:
2090:
Focus on the brand experience, the ownership experience, the shopping experience or the consumption experience
756:: events or shows (e.g. fashion shows, agricultural shows) where companies can display their wares or services
6224:
Measuring Advertising Effectiveness: Copy Testing (pre-testing) Ads and Tracking (post-testing) the Campaign,
5426:
Johnson, B., "How Nation's Top 200 Marketers Are Honing Digital Strategies," Adage, 27 June 2016, <Online:
4248:
650:
Customers rely on different types of marketing communications at different stages of their purchase decision.
3976:
3879:
3846:
3446:
Types of advertising mock-ups that are used in copy testing, both print and broadcast advertising, include:
2619:
2420:
2204:
is defined as the number of households (or people) exposed to an advertising message in a given time period.
445:
391:
371:
356:
170:
145:
120:
60:
6055:
Maddox,K., "Steinberg, B., 'Sunday Night Football' Remains Costliest TV Show: Prices Overall See Decline,"
5680:
Easton, M. S., Daugherty, T. and Burns, N.M., (eds), IGI Global, Information Science Reference, pp 631- 649
4182:
4832:
Diehl, D. and Terlutter, R., "The Role of Lifestyle and Personality in Explaining Attitude to the Ad," in
4806:
I. LΓ³pez, S. Ruiz, "Explaining website effectiveness: The hedonicβutilitarian dual-mediation hypothesis,"
3801:
3592:
3569:
2571:
1296:
880:
by reducing the need to search for other information about a brand. For example, an advertisement in the
743:
672:
Sales promotion includes a variety of activities such as special price offers designed to stimulate sales.
180:
6518:
3967:β founded one of the earliest international advertising agencies and developed ratings for radio & TV
989:
A number of hierarchical models can be found in the literature including Lavidge's hierarchy of effects,
3949:(1911β1982) β promoted the idea that the creative execution is just as important as the creative content
3894:
2924:
provides principal sources of information for main media audience research in English speaking markets.
2743:
2716:
2178:
1348:
715:: contacting and influencing carefully chosen prospects with means such as telemarketing and direct mail
366:
218:
130:
115:
5543:
3102:
at lower rates and also through the provision of added value services such as media planning services.
2656:
2151:
3) Designing media tactics β specific instructions about media vehicles, placement, preferred position;
5633:
4442:
3686:β when respondents can recall what the brand showed, looked like and the main points of the commercial
1530:
The consumer's acceptance that the category (the product or service) is necessary to satisfy some need
1425:
682:: messages paid for by those who send them and intended to inform or influence people who receive them
6471:
4411:
4392:
4373:
3889:
3766:
3751:
3387:(iv) be theoretically grounded β i.e. based on a model of human response (e.g. hierarchy of effects);
3336:
2708:
1378:
790:
In terms of integrated communications, the literature identifies different types of integration: (1)
731:: the practice of supplying a product or service for display in feature films or television programs
381:
311:
273:
185:
165:
80:
44:
5676:
Burns, K.S., "From Producers to Consumers: Engagement through User-generated Advertising Contests",
4480:
4430:
3943:β probably the first advertising agency to use mass media (i.e. telegraph) in a promotional campaign
3288:
2228:
is defined as reach multiplied by frequency and is a measure of overall campaign weight or intensity
6069:
4302:
3991:β advertising executive, author and credited with coining the term, 'positioning' in the late 1960s
3940:
3899:
2777:
Demographic/ psychographic and behavioural analysis of readership (sourced from Readership surveys)
2170:
331:
321:
258:
135:
75:
6544:
http://www.nielsen.com/us/en/insights/news/2009/maximize-the-return-on-your-advertising-spend.html
4900:
Barry, T.E. and Howard, D.J., "A Review and Critique of the Hierarchy of Effects in Advertising,"
4766:
Morris, J.F., Woo, C.M., Geason, J.A. and Kim, J.Y., "The Power of Affect: Predicting Intention,"
4461:
4319:
2216:
refers to the minimum number of media exposures in order to achieve a specified communication goal
2193:
When do audiences cease to notice the ad, or become tired of seeing the ad? (Advertising wear-out)
764:
The Vogue Fashion Show is a special event designed to promote top designers' seasonal collections.
6500:
6420:
Wawrzyniak,A and WΔ
sikowska, B., "The Study of Advertising Content with Application of EEG," in
5193:
GrΓΆnroos, C., "What Can A Service Logic Offer Marketing Theory?" in Lusch, R.F. and Vargo, S.L.,
5055:
4661:
4653:
4615:
4073:
3841:
3836:
3771:
2998:
2892:
1293:
The FCB planning grid gives rise to a number of implications for advertising and media strategy:
438:
414:
351:
341:
336:
288:
140:
105:
6355:
http://www.the-scientist.com/?articles.view/articleNo/33563/title/The-Meaning-of-Pupil-Dilation/
5800:
5794:
4926:
Lavidge,R.J. and Steiner, G.A., "A Model for Predictive Measures of Advertising Effectiveness,"
1542:
The extent to which a consumer will choose one brand over other competing brands in the category
1051:β The consumer becomes interested by considering the brand's fit with the consumer's lifestyle
938:
In pure affect models, the path to communication effectiveness is represented by the following:
6029:
Steinberg, B., "Sunday Night Football' Remains Costliest TV Show: Prices Overall See Decline,"
4499:
532:: How do we know our messages were received in the form intended and with the desired outcomes?
6425:
6388:
6327:
Volume 09, Andrew Mitchell (ed.), Ann Abor, MI: Association for Consumer Research, pp 424β427.
6185:
6152:
5842:
5804:
5734:
5657:
5613:
5466:
5368:
5302:
5296:
5278:
5047:
4948:
4913:
Wijaya, Bambang Sukma (2012). "The Development of Hierarchy of Effects Model in Advertising",
4029:
4000:
3958:
3861:
3791:
3786:
3554:
3434:
3323:
resulting in awareness levels similar to a continuous schedule, but often with reduced costs.
2288:
1962:
Transformational: emotional appeals that assist consumers to imagine an aspirational lifestyle
727:
424:
293:
268:
263:
238:
155:
150:
17:
6380:
5526:
West, D. and Prendergast, G.P., "Advertising and promotions budgeting and the role of risk",
1959:
Informational: rational appeals that typically provide information about the brand's benefits
6492:
6104:
5605:
5600:
Farris, Paul W.; West, Douglas C. (2007). "A Fresh View of the Advertising Budget Process".
5458:
5039:
4968:
Rossiter, John R.; Percy, Larry (1985). Hirschman, Elizabeth C.; Holbrook, Moris B. (eds.).
4789:
4645:
4607:
4598:
Vakratsas, Demetrios; Ambler, Tim (1999). "How advertising works: What do we really know?".
4361:
Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business,
4204:
4065:
3946:
3756:
3732:
3082:**** Think TV is a consortium of commercial TV networks that oversees the TV ratings process
1780:
1604:(e.g. pain removal, pain avoidance, dissatisfaction, sensory gratification, social approval)
1468:
1179:
1012:β The consumer becomes aware of a category, product or brand (usually through advertising)
994:
990:
975:
971:
711:
703:
694:
668:
419:
316:
253:
243:
223:
208:
175:
160:
125:
110:
90:
6007:
Nielsen Media Research, <Online: www.nielsenmedia.co.nz/en/pdf/mri/28/mediaterms.pdf>
5689:
Weinstein, A., "Creative Strategy and Magazine Advertising Readership: A Pilot Study, " in
1730:: "Hurry, hurry last days, offer must expire soon"; "Don't wait- limited stocks available"
6076:
5640:
5550:
5493:
4506:
4487:
4468:
4449:
4418:
4399:
4380:
4326:
4235:
4118:
3904:
3851:
3831:
3529:
Some of the techniques used to measure consumer responses to advertising stimuli include:
3511:
3045:
2888:: The number of different pages generated by a visitor to a site (a measure of engagement)
2882:: The average length of time a person remains on a page (a measure of audience engagement)
2720:
2183:
In terms of setting media objectives, the planner needs to address several key decisions:
2141:
1) Setting media objectives (with reference to both marketing and advertising objectives);
1955:
Laskey, Day and Crask's typology first identifies two broad classes of creative strategy:
1220:
1002:
735:
686:
655:
605:
409:
283:
85:
6555:
Moriarty,S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan,l. and Spence-Stone, R.,
6381:"Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes"
3997:β developed the Starch score method of measuring print media effectiveness (still in use)
3973:β pioneered the positioning concept and advocate of the use of brand image in advertising
707:: face-to-face selling in which a seller attempts to persuade a buyer to make a purchase.
6266:
5766:
Based on Laskey, H. A., Day, E. and Crask, M.R., "Typology of Main Message Strategies,"
617:
6542:
Nielsen, "Maximize the Return on your Advertising Spend," 1 December 2009, <Online:
5861:
Harvey, B., "The Expanded ARF Model: Bridge to the Advertising Accountability Future,"
4969:
4871:
Barry, T.E., "The Development of the Hierarchy of Effects: An Historical Perspective,"
4680:
4555:"ANA Survey Reveals Most Integrated Marketing Communications Programs Need Improvement"
3964:
3952:
3929:(Anti-Cancer Institute of Australia) Winner of the International Sulzberger Award, 2010
3926:
3856:
3776:
3731:
or marketing industries. Advertising and promotions managers may work for an agency, a
2901:
2840:: The number of people (or households) tuned to any channel during a given time period.
2174:
1472:
794:
refers to messages that have a consistent look and feel, regardless of the medium; (2)
497:
493:
326:
6297:
5119:, Vol. VI, European Advertising Academy. Springer Gabler, Wiesbaden, 2016,, pp 201β213
4106:
3278:
The media schedule includes specific detail such as dates, media, position, placement.
3274:
2765:
the number of copies of an issue sold (independently assessed via a circulation audit)
1381:
is unique, so that the review requires a great deal of analysis as well as judgement.
1202:
The Purchase Funnel indicates that awareness is a necessary precondition for purchase.
6592:
6504:
4665:
4619:
4077:
3994:
3982:
3979:(1872β1942) β regarded as the pioneer of the use of marketing research in advertising
3961:β developed the first hierarchy of effects model (AIDA) used in sales and advertising
3628:
2820:
Analysis of audience by selected demographic, psychographic or behavioural variables.
2724:
2578:
1134:
sequence. The underlying behavioral sequence for all hierarchy models is as follows:
871:
can eliminate the need for extensive store visits and the need to recall brand names.
489:
361:
248:
6237:
Using Qualitative Research in Advertising: Strategies, Techniques, and Applications,
5098:
Rossiter, J.R., Percy, L. and Donovan, R.J., "A Better Advertising Planning Grid,"
4249:"Thinking of Pulling a CareerBuilder? Pros and Cons of Bringing an Account In-house"
4206:"The Media Business: AdvertisingβAddenda; Leaving Calvin Klein For a Job at Limited"
2814:
The number of listeners (or viewers) who switch channels during a given time period.
1090:β The consumer develops a favorable (or unfavorable) disposition towards the brand
778:
6496:
5245:
Copulsky, J.R. and Wolf,M.J. "Relationship Marketing: Positioning for the Future",
5059:
4069:
3916:
3550:
3449:
3417:
3092:
2261:
2082:
Use with low-tech goods where differentiation is difficult e.g. coolness, prestige
1198:
885:
elaboration of the information. Cognitive information models are also known as the
501:
6577:
5889:
Effective Frequency: The relationship between Frequency and Advertising Awareness,
5678:
Handbook of Research on Digital Media and Advertising: User Generated Consumption,
4290:
http://www.cmo.com/features/articles/2015/4/17/the-rise-of-the-inhouse-agency.html
3719:
television and PR are essential to long-term brand building and customer loyalty.
2919:: Number of site visitors who leave the site within a predetermined time (seconds)
5428:
http://adage.com/article/advertising/top-200-u-s-advertisers-spend-smarter/304625
5184:, Working Paper No 96-906, Centre for Marketing, London Business School, May 1997
2753:
Measures of media audience that are of especial interest to advertisers include:
2222:
refers to the reach (% of households or people) at the effective frequency level.
1800:
for this reason remains one of the most widely used methods for setting budgets.
1536:
The consumer's ability to recognise a brand or to recall a brand name from memory
1300:
An expensive car is a high-involvement/rational purchase (i.e., FCB Quadarant 1).
6248:
Pechmann, C. and Andrews, C., "Copy Test Methods to Pretest Advertisements," in
5515:
Advertising, Promotion, and Other Aspects of Integrated Marketing Communications
4793:
3728:
3696:
3672:β when respondents remember any commercials for the product category in question
2915:
2866:: The number of visitors to a website within a given time period (e.g. a month)
1901:
d) Allocate the same percentage-of-sales on advertising as the industry average;
1170:: Awarenessβ Interestβ Search βDesireβ Action β Like/dislikeβ Share β Love/ Hate
1165:
719:
678:
600:
228:
203:
95:
5715:
Laskey, H. A., Day, E. and Crask, M.R., "Typology of Main Message Strategies,"
5589:
http://www.nielsen.com/my/en/solutions/measurement/advertising-expenditure.html
4649:
4611:
3955:β developed the field of motivational research, used extensively in advertising
5609:
5462:
4755:
Brand Strength: Building and Testing Models Based on Experiential Information,
4519:
Advertising and Promotion: An integrated Marketing communications perspective,
3429:
2522:
2120:
1740:
Customer knows where to purchase product or service and how much to pay for it
751:
699:: the practice of maintaining goodwill between an organisation and its publics
386:
6189:
6156:
5043:
3632:
of the ad were noticed. For each advertisement, three scores are calculated:
3405:(x) take baseline (i.e., pre-exposure) measurements and/or use control groups
6211:
Marketing Calculator: Measuring and Managing Return on Marketing Investment,
5487:
http://www.businessdictionary.com/definition/percentage-of-sales-method.html
2124:
1638:
Use taglines, slogans, jingles to teach brand recall and strengthen learning
638:
expectations or develop their own creative solutions to marketing problems.
480:
346:
278:
35:
6585:
Article with useful infographic of the milestones in the evolution of media
5915:
Advertising and the Mind of the Consumer: What Works, What Doesn't and Why,
5874:
Jones, J. P., "What Does Effective Frequency Mean in 1997?" (Part 1 of 2),
5051:
3583:
3292:
Blitzing, continuity, flighting and pulsing are the main schedule patterns.
2325:
760:
6310:
Soley, L., "Projective Techniques for Advertising and Consumer Research,"
5141:
Based on Vaughn, R., "How Advertising Works: A Planning Model Revisited,"
4228:
2897:: The number of people who clicked on an advertisement or advertising link
2156:
4) Devising procedures for evaluating the effectiveness of the media plan.
1912:
Other methods used to set advertising and promotional budgets include the
1554:
The extent to which the consumer knows how and where to purchase the brand
4886:
International Journal of Multidisciplinary Research in Social Management,
4554:
565:
Several common themes emerge in the various definitions of advertising:
6572:
Bennett, Shea, "From Print to Social Media: The History of Marketing,"
5755:
Marketing Communications Management: Analysis, Planning, Implementation,
5563:
Advertising Campaign Strategy: A Guide to Marketing Communication Plans,
5195:
The Service-Dominant Logic of Marketing: Dialogue, Debate and Directions
4657:
4183:
http://marketinginformationcentre.ca/marketing_definitions_%28a-b%29.htm
1895:
b) Allocate the budget based on the industry average expenditure levels;
6100:
Vakratas, D. and Naik, P. "Essentials of Media Planning Schedules", in
5955:
Based on Kotler,P., Burton, S., Deans, K., Brown,L. and Armstrong, G.,
4679:
Cacioppo, John T.; Petty, Richard E. (1984). Kinnear, Thomas C. (ed.).
3988:
2984:
2978:
2197:
A number of key definitions are essential for media planning purposes:
1596:
Mention category need to remind customer of previously established need
1129:β The consumer forms a purchase intention or actually makes a purchase
877:
65:
6519:
https://www.ipsos.com/ipsos-encyclopedia-advertising-tracking-research
2377:
5504:
Maddox,K., "Ad Spending Up in '05, '06," B to B, 8 August 2005, p. 17
5351:, New York, American Association of National Advertisers (AANA), 1961
2287:
In a dispersion approach, the planner spends across a broad range of
2266:
The first channel decision that needs to be made is whether to use a
1888:
There are several approaches to using the competitive parity method:
70:
5544:
http://www.businessdictionary.com/definition/competitive-parity.html
3261:
vary depending on the day of the week and the expected audience size
2017:
Use in categories with high levels of technological differentiation
5634:
http://www.businessdictionary.com/definition/creative-strategy.html
5085:
Ambler, T. and Vakratsas, D., "The Pursuit of Advertising Theory,"
4945:
DAGMAR, Defining Advertising Goals for Measured Advertising Results
4443:
http://www.businessdictionary.com/definition/product-placement.html
2069:
Focus on the consumer's lifestyles e.g. activities, interests, work
6472:
http://adage.com/article/adage-encyclopedia/testing-methods/98903/
6379:
Shapiro, Stewart; Heckler, Susan E.; MacInnis, Deborah J. (2014).
4990:
Solomon, M., Hughes, A., Chitty, B., Marshall, G. and Stuart, E.,
4412:
http://www.businessdictionary.com/definition/direct-marketing.html
4393:
http://www.businessdictionary.com/definition/personal-selling.html
4374:
http://www.businessdictionary.com/definition/public-relations.html
4159:, 2d ed., Cincinnati, Ohio, South-Western College Publishing, 2000
3582:
3448:
3433:
3287:
3273:
2128:
1424:
1320:
1295:
1197:
979:
862:
821:
777:
759:
667:
645:
616:
544:
464:
233:
213:
6424:, Kesra Nermend, MaΕgorzata ΕatuszyΕska (eds), 2016, pp 333β353,
5793:
OβGuinn, Thomas C.; Allen, Chris T.; Semenik, Richard J. (2006).
5154:
Vaughn, R., "How Advertising Works: A Planning Model Revisited,"
4860:
The Elgar Companion to Consumer Research and Economic Psychology,
4481:
http://www.businessdictionary.com/definition/event-marketing.html
4431:
http://dictionary.cambridge.org/us/dictionary/english/sponsorship
1753:
Incorporate purchase-facilitation in all marketing communications
1184:
Model: Awareness β Comprehension β Attitude/ Conviction β Action
1176:: Awarenessβ Knowledgeβ Likingβ Preferenceβ Convictionβ Purchase
5900:
Ostrow, J.W., "Setting Frequency Levels: An Art or a Science?"
4462:
http://www.businessdictionary.com/definition/merchandising.html
4320:
http://www.businessdictionary.com/definition/promotion-mix.html
2187:
Who do we want to talk to? (Target market/ audience definition)
2093:
Use with experiential goods where differentiation is difficult
6145:"Creativity in Advertising: When It Works and When It Doesn't"
5928:
What's in a Brand?: Building Brand Equity Through Advertising,
4301:
The BOSS Group; Cella Consulting, LLC; InSource (April 2015).
2638:
Some audience selectivity (e.g. billboards near sports venues)
2137:
Strategic media planning consists of four key decision areas:
1898:
c) Allocate a similar percentage-of-sales as a key competitor;
1593:
Omit category need as an objective of advertising or promotion
1417:
These will need to be translated into advertising objectives.
6235:
Morrison, M.A., Haley, E.E., Sheehan, K.B. and Taylor, R.E.,
3270:
Pulling it all together: Media tactics and the media schedule
2830:
listeners (or viewers) in a given time period; also known as
2344:
Colour, sound and movement permit many creative possibilities
1698:: "The burgers are better at Burger King (or Hungry Jack's)"
6445:
Shelly Rodgers and Esther Thorson (eds), NY, Routledge, 2012
5517:, 7th ed., Mason, OH, Thomson South-Western, 2007 pp 160β161
4500:
http://www.businessdictionary.com/definition/trade-fair.html
3934:
Influential thinkers in advertising and advertising research
2626:
billboards, posters, street furniture, signage, footpath art
2473:
2419:
3679:β when respondents remember seeing a commercial for Brand X
1599:"Sell" category need using positive or negative motivations
1397:
Communications objectives might include such things as to:
5959:, 9th ed., French's Forest, NSW, Pearson Australia, p. 477
4284:
Richardson-Taylor, A., "The Rise of the In-House Agency",
3374:
Sound pre-testing exhibits the following characteristics:
2409:
Lacks vision and movement β limited creative possibilities
2014:
Highlight a unique benefit that is meaningful to consumers
1892:
a) Allocate the same budget on advertising as a key rival;
4268:"What house agency boom means for CMOs and Outside Shops"
4117:
The American Heritage Dictionary, 5th ed., 2015, Online:
2354:
Minimal geographic & demographic audience selectivity
1548:
The consumer's self-instruction to purchase a given brand
984:
Generalised hierarchy of effects sequence (after Lavidge)
665:
The promotional mix includes a variety of tools such as:
6456:
Developing Advertising with Qualitative Market Research,
6116:
Longman, K. A. "If not effective frequency, then what?"
5018:
Journal of Current Issues & Research in Advertising,
3285:
Broadly, there are four basic approaches to scheduling:
2905:(CPS): The average cost of generating one click through
2399:
Message delivered in consumer's home or work environment
1534:
2. Brand awareness (brand recognition and brand recall):
5783:
Thousand Oaks, California, McGraw-Hill, 2010 pp 288β289
5210:, 5th ed., Oxford, Oxford University Press, 2015, p. 78
5128:
Vaughn, R., "How Advertising Works: a Planning Model,"
4584:
Corkindale, D., "Setting objectives for advertising ",
4532:
Integrated Communication: Synergy of Persuasive Voices,
4119:
https://ahdictionary.com/word/search.html?q=advertising
1190:: Category Need β Brand Awareness β Brand Preference (A
1162:: Attention β Interest β Desire β Action β Satisfaction
923:
feelings and beliefs about the brand being advertised.
6018:
The Internet Audience: Constitution & Measurement,
4836:, Flemming Hansen, Lars Bech Christensen (eds), p. 307
4742:
The Handbook of Communication and Corporate Reputation
4051:"Oracles on "Advertising": Searching for a Definition"
3001:(a joint venture between AC Nielsen and Kantar Media)
2104:
Use for new categories, new products or repositioning
2050:
Use for new categories, new products or repositioning
1429:
Relationship between target market and target audience
2739:
countries, there is said to be no industry currency.
2444:
Often the last medium to be consulted before shopping
1743:
Not obvious where to purchase or how to find retailer
6107:
and Tim Ambler (eds), London, Sage, 2007, pp 333β348
5206:
Percy, L., Elliott, R.H. and Rosenbaum-Elliott, R.,
2911:: The number of unique visitors who return to a site
2341:
Low relative cost (i.e. cost per thousand exposures)
2039:
Use when brand has demonstrable point of difference
2028:
Use when differentiation is difficult or impossible
6143:Reinartz, Werner J.; Saffert, Peter (1 June 2013).
5891:
Association of National Advertisers, New York, 1979
5706:, Fui-Hoon Nah, F. (ed), Springer, 2014, pp 155β165
4107:
https://www.ama.org/resources/Pages/Dictionary.aspx
3485:: include photographs along with the intended audio
537:
Advertising and advertising management: definitions
5453:"The What and Why of Budgeting: An Introduction".
4915:International Research Journal of Business Studies
2591:Able to reach audiences when they are out shopping
2441:Message delivered in home, car or work environment
1653:: "When you think of chocolate, think of Cadbury"
1644:Show product packaging or label in all advertising
575:form of communication and is therefore commercial.
5415:Marketing Communications: Theory and Applications
5402:Marketing Communications: Theory and Applications
4858:Howard, J. A. in: P. E. Earl and S. Kemp (eds.),
4303:"2015 In-House Creative Services Industry Report"
3110:Advertising rates, selected US TV programs, 2010
2025:Be the first to use a common attribute or benefit
1808:Ad-to-sales ratios for selected industries, 2004
1559:Managerial Options for Communications Objectives
1156:: Awarenessβ Interestβ Conviction βDesireβ Action
931:) which transfers to the attitude to the brand (A
5654:Introduction to Public Relations and Advertising
5578:New Delhi, Atlantic Publishers, 2004, pp 219β220
5298:Marketing Communication: A Critical Introduction
5223:Mason, Ohio, South-Western Cengage, 2009, p. 270
4681:"The Elaboration Likelihood Model of Persuasion"
4142:Bearden, W. O., Ingram, T.N. and LaForge, R.W.,
2876:visitors to a website within a given time period
2179:Frequency (marketing) Β§ Effective frequency
6578:http://www.adweek.com/digital/history-marketing
6338:Launch! Advertising and Promotion in Real Time,
5799:(4th ed.). Thomson/South-Western. p.
5704:HCI in Business: First International Conference
5182:Intermediate Advertising Effects: The MAC Model
4155:O'Guinn, T. C., Allen, C.T. and Semenik, R.J.,
3727:Advertising management is a career path in the
2447:Short lead times (for production and insertion)
613:Advertising and organisational responsibilities
6281:Advertising and Promotion: An IMC Perspective,
4896:
4894:
4808:Electronic Commerce Research and Applications,
4105:American Marketing Association (AMA), Online:
3461:: very rough drawings of the creative concept
3378:(i) relevant to the communications objectives;
3254:increase as the program moves closer to finals
2492:Longer life β more opportunities to notice ads
2036:Gross exaggeration to highlight unique benefit
1005:through to action (purchase and consumption).
6250:Wiley International Encyclopedia of Marketing
5273:Harrison, T.P., Lee, H.L. and Neale., J. J.,
4631:
4629:
2544:High production values and big screen viewing
446:
8:
6336:Solomon, M.R., Cornell, L.D. and Nizan, A.,
5561:Parente, D. and Strausbaugh-Hutchinson, K.,
5102:, Vol. 31 (October/November), 1991, pp 11β21
4873:Current Issues & Research in Advertising
4782:Journal of Personality and Social Psychology
4172:, New Delhi, Atlantic Publishers, 2004, p. 3
3599:Functional magnetic resonance imaging (FmRI)
3537:The amount of pupil dilation (also known as
2101:Focus on product class with emotional appeal
1546:4. Brand action intention (purchase intent):
6349:Fong, J., "The Meaning of Pupil Dilation,"
6312:American Academy of Advertising Newsletter,
5796:Advertising and Integrated Brand Management
5221:Advertising and Integrated Brand Promotion,
4339:How Advertising Works: The Role of Research
3874:Advertising for special markets or products
2396:Some geographic and demographic selectivity
1940:The creative strategy is also known as the
1188:Rossiter and Percy's Communications Effects
641:
6559:Melbourne, Australia, Pearson, 2012. p. 71
6485:Current Issues and Research in Advertising
6369:, Hanover, MA, Now Publishers, 2010, p. 70
6222:Australian Graduate School of Management,
5587:Nielsen, Advertising Expenditure, Online:
5530:, Vol. 43, no. 11/12, 2009, pp.1457 β 1476
5336:Advertising Management: Concepts and Cases
5219:O'Guinn, T., Allen,C., and Semenik, R.J.,
5007:, Pacific Rim ed., Thomson, 2005, pp 13β17
4146:, 2d ed. New York: Irwin McGraw-Hill, 1998
4003:β one of the earliest advertising agencies
3822:List of most watched television broadcasts
3402:(ix) demonstrate reliability and validity;
2369:Consumers can avoid exposure (via zapping)
1762:: "Refer to website for nearest stockist"
1194:) β Purchase Intentβ Purchase Facilitation
453:
439:
31:
6422:Selected Issues in Experimental Economics
5827:10th ed., Boston, MA, Cengage, 2011, p. 4
5565:5th ed., Boston, MA, Cengage, 2015 p. 171
4350:Advertising Association of United Kingdom
3393:(vi) test comparably finished executions;
3381:(ii) agree on how results are to be used;
2794:or T.A.R.P (Total Audience Rating Point).
2357:Cost of spots is high (in absolute terms)
2000:Explicit comparison of brand and rival(s)
1837:Motion pictures and videotape production
905:) β Brand cognition β Attitude to brand(A
642:Advertising's role in the promotional mix
5938:
5936:
5391:, 5th ed., India, Kindersley, pp 144β146
5275:The Practice of Supply Chain Management,
5259:Kotler, Philip; Armstrong, Gary (2005).
5234:Essentials of Marketing High Technology,
5197:, New York, M E Sharpe, 2006, pp 354β364
5169:Emotion and Reason in Consumer Behavior,
4938:
4936:
4744:, Chichester, Sussex, Wiley, 2013, p. 44
4559:Association of National Advertisers (US)
4144:Marketing: Principles & Perspectives
3108:
3023:Nielsen Media (US) and Kantar Media ***
2926:
2298:
1973:
1806:
1557:
1540:3. Brand preference (or brand attitude):
1247:
1240:Foote, Cone, Belding (FCB) planning grid
6133:, Volume 1, Kluwer Academic, 1998, p. 8
5387:Batra, R., Myers, J.G and Aaker, D.A.,
5158:, 26 (January/February), 1986, pp 27β30
5145:, 26 (January/February), 1986, pp 27β30
5003:Chitty, W., Baker, N. and Shimp, T.A.,
4823:, Oxford, Oxford University Press, 1992
4229:https://www.ana.net/blogs/show/id/26944
4014:
3817:List of most-listened-to radio programs
2235:To reach 50% of women aged 18β25 years.
1613:: "For fast, sure pain relief, Anacin"
1318:can help to create an up-market image.
34:
6409:Dictionary of Marketing Communications
6340:NY, Flat World Knowledge, n.d., p. 108
6239:2nd ed., Thousand Oaks, CA, Sage, 2011
6178:"How to Become an Advertising Manager"
5693:2014, pp 236β237 Date: 8 December 2014
5413:Based on Rossiter, J and Bellman, S.,
4266:Gianatasio, David (16 December 2015).
3714:Advertising return on investment (ROI)
3257:** Rates for Mon-Fri programs such as
2970:Broadcasters' Audience Research Board
1236:because of their ease of application.
6557:Advertising: Principles and Practice,
6020:New York, Peter Lang, 2007, pp 75β101
5972:, London, Routledge, 1995, pp 119β120
5917:Great Britain, Kogan Page, 2000 p. 23
5656:. Juta and Company Ltd. p. 134.
5417:, Pearson Australia, 2005, pp 103β120
5404:, Pearson Australia, 2005, pp 103β120
5338:, New Delhi, McGraw-Hill, 2008, p. 76
4992:Marketing: Real People, Real Choices,
4902:International Journal of Advertising,
4049:Richards, J.I.; Curran, C.M. (2002).
3605:Functional magnetic resonance imaging
2438:High level of frequency and immediacy
2003:Use with care in competitive markets
1567:Communication/ Advertising Objective
1174:Lavidge et al.'s Hierarchy of Effects
1150:: Awarenessβ Interestβ Desireβ Action
7:
6533:, Belmont, CA, Thomson, 2008, p. 459
6283:New Delhi, McGraw-Hill, 2009, p. 873
5913:Sutherland, M. and Sylvester, A.K.,
2672:Potential for two-way communications
6385:Measuring Advertising Effectiveness
6263:"Ipsos Encyclopedia β Copy Testing"
6089:Integrated Marketing Communications
5904:, Vol. 24, no. 4, 1984, I-9 to I-11
5232:William L. Shanklin, John K. Ryans
5005:Integrated Marketing Communications
4573:The Ultimate Secrets of Advertising
4022:Kadia, Shriram (15 December 2022).
3807:Integrated marketing communications
3396:(vii) control the exposure context;
3331:Measuring advertising effectiveness
2928:Sources of Broadcast Audience Data
1438:for an advertising message and the
772:integrated marketing communications
530:Measuring advertising effectiveness
6531:Social Psychology and Human Nature
6529:Baumeister, R.F. and Bushman, B.,
6367:Eye Tracking for Visual Marketing,
5823:Drewniany, B.L. and Jewler, A.J.,
5691:Developments in Marketing Science,
4970:"Advertising Communication Models"
4947:(2 ed.). NTC Business Books.
4917:, 5 (1), AprilβJuly 2012, p. 73-85
4534:New Jersey: Lawrence Erlbaum, 1996
4517:Belch, G. E., & Belch, M. A.,
4341:, Thousand Oaks, CA,1998, pp 25β30
3399:(viii) define the relevant sample;
2435:Broad coverage of national markets
2393:High levels of reach and frequency
2301:Overview of Main Advertising Media
1861:Computer & software wholesale
1641:Associate brand name with category
25:
6294:"Ipsos Encyclopedia β Storyboard"
6129:Rossiter, J.R and Danaher, P.J.,
6102:The SAGE Handbook of Advertising,
5998:, London, Routledge, 1995, p. 124
5985:, London, Routledge, 1995, p. 123
5946:, London, Routledge, 1995, p. 102
5249:, Vol. 11 no. 4, 1990, pp 16 β 20
5076:, vol. 53, October, 1989 pp 1 -23
4875:vol. 10, no. 2, 1987, pp. 251β295
4588:, Vol. 10, No. 3, 1976 pp.109β126
4217:from the original on 8 July 2018.
2585:bus, train, tram, cable-car, taxi
2541:Captive audience β high attention
2489:Able to select targeted audiences
1651:Paired category-brand association
1421:Target market and target audience
1385:Overall communications objectives
578:* Secondly, advertising employs
520:: What do we want to say to them?
6411:, Thousand Oaks, CA, Sage, p. 83
6387:. Psychology Press. p. 30.
6213:Hoboken, NJ, Wiley, 2008, p. 117
6046:, London, Routledge, 1995, p. 68
5878:, vol. 37, no. 4, 1997, pp 14β17
5825:Creative Strategy in Advertising
5602:The SAGE Handbook of Advertising
5325:, Lansdowne, South Africa, p. 88
5208:Strategic Advertising Management
5130:Journal of Advertising Research,
5117:Advances in Advertising Research
4718:, vol. 57, no. 3, 1993, pp 83β94
3812:List of magazines by circulation
3627:Starch scores were developed by
3390:(v) consider multiple exposures;
2930:( Main English speaking markets)
2655:
2611:
2570:
2521:
2390:Spots are relatively inexpensive
2376:
2324:
1975:Typology of Creative Strategies
1853:Computer & office equipment
1564:Target Consumer's State of Mind
27:Part of the advertising industry
6118:Journal of Advertising Research
6087:Pickton, D. and Broderick, A.,
5902:Journal of Advertising Research
5876:Journal of Advertising Research
5863:Journal of Advertising Research
5779:Masterson, R, and Pickton, D,.
5770:vol. 18, no. 1, 1989, pp 36β41.
5719:vol. 18, no. 1, 1989, pp 36β41.
5171:Oxon, Routledge, 2011, pp 26β38
5156:Journal of Advertising Research
5143:Journal of Advertising Research
5100:Journal of Advertising Research
4705:Vol. 53, No. 2, 1989, pp. 48β65
4203:Elliot, Stuart (29 July 1998).
4133:, Orlando, FL: The Dryden Press
4028:. Springer Nature. p. 23.
3438:A template used for storyboards
3179:Saturday Night College Football
1463:Devising advertising objectives
1410:position or re-position a brand
958:This path is also known as the
818:Theories of advertising effects
585:* Thirdly, advertising has an
6576:, 10 August 2012, <Online:
6497:10.1080/01633392.1982.10505321
6325:Advances in Consumer Research,
6314:Vol, 6, No. 2, 2010, pp 1, 3β5
5361:Egan, John (20 October 2014).
5020:Vol. 17, no. 2, 1995, pp 53β67
4904:vol 9, no.2, 1990, pp. 121β135
4129:Czinkota, M.R. et al. (2000),
4070:10.1080/00913367.2002.10673667
3890:Political advertising campaign
3885:Advertising in the Middle East
3070:* Also see Nielsen Media, for
3009:Broadcast Authority of Ireland
2681:Able to reach global audiences
2632:Able to reach mobile audiences
2495:High quality production values
2338:Excellent mass market coverage
1936:Devising the creative strategy
1804:sales to less than 1 percent.
960:peripheral route to persuasion
555:American Marketing Association
518:Message (or creative) strategy
18:Devising the creative strategy
1:
6296:. 19 May 2016. Archived from
6265:. 29 May 2016. Archived from
5837:Hall, Robert William (1991).
5528:European Journal of Marketing
5400:Rossiter, J and Bellman, S.,
4974:Advances in Consumer Research
4685:Advances in Consumer Research
4586:European Journal of Marketing
4498:Business Dictionary, Online:
4372:Business Dictionary, Online:
4318:Business Dictionary, Online:
4247:Parekh, Rupal (18 May 2009).
3922:Coca-Cola's Hillsong campaign
3762:Attitude-toward-the-ad models
3659:Day-after-recall tests (DARs)
3587:EEG testing is more invasive.
3250:* Rates for programs such as
3072:Trends in Canadian TV Viewing
2967:Radio Joint Audience Research
2838:People Using Television (PUT)
2812:Audience movement by session:
2691:Creativity can be a challenge
2648:Creativity can be a challenge
2604:Creativity can be a challenge
2557:Creativity can be challenging
2538:Able to reach youth audiences
2278:Concentrated channel strategy
1680:Change to moderate preference
1580:Category need already present
571:* Firstly, advertising is a
6353:6 December 2012 <Online:
6091:, Prentice-Hall,2001. p. 671
5485:Business Dictionary Online,
5263:. New Jersey: Prentice Hall.
5247:Journal of Business Strategy
5236:Lexington Books, 1987 p. 217
5113:Service Marketing Quarterly,
4862:Cheltenham 1999, pp 310β314.
4729:Journal of Consumer Research
4441:Business Dictionary, Online:
3797:Elaboration likelihood model
3564:Galvanic skin response (GSR)
3384:(iii) use multiple measures;
2995:Nielsen Media Research's RAM
2886:Average page views per visit
2601:Minimal audience selectivity
2412:Non-standard rate structures
1570:Advertising Message Example
952:) β Purchase Intention (PI).
859:Cognitive information models
837:cognitive information models
559:American Heritage Dictionary
514:: Who do we want to talk to?
5729:Chernev, Alexander (2015).
5455:Budgeting Basics and Beyond
4794:10.1037/0022-3514.51.5.1032
4168:Tyagi,C.L. and Kumar, A.M,
3579:Electroencephalograph (EEG)
3138:Day not stated, prime-time
3058:Broadcast Research Council
2824:Cumulative audience (CUME):
2635:Good creative possibilities
2284:Dispersion channel strategy
2258:Advertising media selection
2226:Gross Ratings Points (GRPs)
1774:Setting advertising budgets
1722:Generate purchase-intention
1689:Reinforce strong preference
1217:product or brand life-cycle
966:Hierarchy of effects models
887:central route to persuasion
876:consumers with information
6630:
6365:Wedel,M. and Pieters, R.,
5865:, March/April, 1997, 11β20
5781:Marketing: An Introduction
5731:Strategic Brand Management
5349:Defining Advertising Goals
5321:Koekemoer,L. and Bird, S.,
5301:. Routledge. p. 295.
5261:Marketing: An Introduction
4650:10.2753/JOA0091-3367360101
4612:10.1177/002224299906300103
4530:Thorson,E. and Moore, J.,
3971:David Ogilvy (businessman)
3867:Sustainability advertising
3694:
3602:
3567:
3548:
3509:
3427:
3334:
3124:Rate (per 30 second spot)
3090:
3055:Broadcast Research Council
2956:Commercial Radio Australia
2858:Internet and digital media
2851:Opportunities to see (OTS)
2729:National Readership Survey
2706:
2664:Internet-based and digital
2255:
2168:
2118:
2009:Unique Selling Proposition
1922:all available funds method
1795:Percentage-of-sales method
1750:Omit purchase-facilitation
1466:
969:
948:) β Attitude to Brand (A
909:) βPurchase Intention (PI)
845:hierarchy of effect models
512:Target audience definition
377:Promotional representative
6226:, Vol. 92, Issue 20, 1992
5930:McGraw-Hill, 2008, p. 193
5733:. USA: Cerebellum Press.
5652:du Plessis, D.F. (2000).
5610:10.4135/9781848607897.n20
5463:10.1002/9781118106754.ch1
4930:, October, 1961, pp 59β62
4821:Explaining Buyer Behavior
4770:, MayβJune, 2002, pp 7β17
4288:, 17 April 2015, Online:
4131:Marketing: Best Practices
3708:repetition with variation
2535:Some audience selectivity
2498:Can add to brand prestige
2360:Production costs are high
2047:Focus on product category
1880:Competitive parity method
1871:Objective and task method
1712:High-involvement decision
1552:5. Purchase facilitation:
1365:Review the marketing plan
526:: How will we reach them?
6458:London, Sage, 2002, p. 5
6383:. In Wells, W.D. (ed.).
6279:Shah,K. and D'Souza, A.,
6075:20 December 2016 at the
6044:The Advertising Handbook
5996:The Advertising Handbook
5983:The Advertising Handbook
5970:The Advertising Handbook
5944:The Advertising Handbook
5639:20 December 2016 at the
5549:20 December 2016 at the
5364:Marketing Communications
5323:Marketing Communications
5132:vol. 20 no. 5, pp 27β33.
5087:Business Strategy Review
5044:10.1177/0956797611436349
4834:Branding and Advertising
4731:, vol 10, 1983, 135β146.
4505:20 December 2016 at the
4486:26 November 2016 at the
4467:27 November 2016 at the
4417:27 November 2016 at the
4398:21 November 2016 at the
4379:22 November 2016 at the
4325:27 November 2016 at the
3827:Marketing communications
3782:Criticism of advertising
2165:Setting media objectives
1829:Transportation services
1709:Low-involvement decision
1683:Create strong preference
1586:No or weak category need
808:Relationship integration
6149:Harvard Business Review
6131:Advanced Media Planning
6120:, JulyβAug. 1997, p. 44
5768:Journal of Advertising,
5717:Journal of Advertising,
5574:C.L. Tyagi, Arun Kumar
5492:2 December 2016 at the
5457:. 2015. pp. 1β20.
5295:Varey, Richard (2002).
4943:Dutka, Solomon (1995).
4888:Vol. 1, 2013, pp 37β44.
4810:vol. 10, 2011, pp 49β58
4181:Marketing Definitions,
3977:Charles Coolidge Parlin
3911:Award winning campaigns
3880:Advertising to children
3847:Positioning (marketing)
2909:Rate of return visitors
2808:potential market reach.
2703:Media audience research
2678:Pay per number of views
2466:Poor production quality
1719:Omit purchase-intention
804:Stakeholder integration
800:Coordinated integration
372:Promotional merchandise
357:Out-of-home advertising
146:Account-based marketing
6604:Advertising techniques
5841:. NTC Business Books.
5576:Advertising Management
5443:Lasgeorges Books, 2013
5389:Advertising Management
4768:Journal of Advertising
4757:Springer, 2004, p. 135
4638:Journal of Advertising
4429:Cambridge Dictionary,
4170:Advertising Management
4058:Journal of Advertising
3802:History of advertising
3588:
3575:to capture attention.
3570:Galvanic skin response
3521:Physiological measures
3454:
3439:
3293:
3279:
3141:$ 360,000 β $ 490,000
2501:High pass-along effect
2478:
2424:
2270:channel strategy or a
2252:Media channel strategy
2134:
1430:
1326:
1301:
1249:The FCB Planning Grid
1203:
985:
872:
827:
796:Functional integration
783:
765:
673:
651:
622:
580:non-personal channels
550:
475:Advertising management
471:
181:Horizontal integration
6599:Advertising campaigns
6068:Business Dictionary,
5632:Business Dictionary,
5032:Psychological Science
4849:, Homewood, Ill. 1963
4460:Business Dictionary,
4448:12 April 2016 at the
4410:Business Dictionary,
4391:Business Dictionary,
3895:Cosmetics advertising
3593:electroencephalograph
3586:
3512:Projective techniques
3506:Projective techniques
3452:
3437:
3291:
3277:
3202:Thursday, prime-time
3186:Saturday, prime-time
3147:Sunday Night Football
3121:Broadcast Day / Time
2717:Newspaper circulation
2477:
2463:Limited use of colour
2423:
2366:Short life; ephemeral
2132:
2044:Generic informational
1760:Purchase-facilitation
1736:Purchase Facilitation
1447:Push vs pull strategy
1428:
1349:consumer neuroscience
1342:Hierarchy-free models
1324:
1299:
1201:
983:
866:
853:hierarchy-free models
825:
781:
763:
687:Branded entertainment
671:
649:
620:
548:
468:
367:Product demonstration
219:Corporate anniversary
6614:Communication design
6609:Audience measurement
6517:Ipsos, Encyclopedia,
6269:on 20 December 2016.
5604:. pp. 316β332.
5074:Journal of Marketing
4928:Journal of Marketing
4847:Marketing Management
4819:OβShaughnessy, J.,
4716:Journal of Marketing
4703:Journal of Marketing
4600:Journal of Marketing
4479:Business Dictionary,
3941:N. W. Ayer & Son
3767:Audience measurement
3752:Advertising campaign
3337:Advertising research
3238:$ 48,800 β $ 65,000
3235:Mon-Fri, Late-night
3218:Tuesday, prime-time
2775:Readership profiles:
2713:Magazine circulation
2709:Audience measurement
1583:Latent category need
1379:advertising campaign
1356:Advertising planning
867:A directory such as
382:Visual merchandising
312:Behavioral targeting
186:Vertical integration
166:Influencer marketing
6443:Advertising Theory,
5540:Business Dictionary
4234:8 July 2018 at the
3900:Tobacco advertising
3170:Sunday, prime-time
3154:Sunday, prime-time
3111:
2932:
2805:Audience potential:
2684:Selective targeting
2675:Relatively low cost
2594:Relatively low cost
2547:Relatively low cost
2303:
2214:Effective frequency
2171:Reach (advertising)
1976:
1914:market share method
1809:
1686:Increase preference
1670:Moderate preference
1664:Negative preference
1560:
1250:
1154:Modified AIDA model
332:In-game advertising
322:Display advertising
198:Promotional content
6182:The Economic Times
5367:. pp. 42β43.
4211:The New York Times
3842:Online advertising
3837:Native advertising
3772:Consumer behaviour
3589:
3455:
3440:
3294:
3280:
3109:
3020:Nielsen (Malaysia)
2999:TAM Media Research
2927:
2893:Click through rate
2479:
2425:
2299:
2274:channel strategy:
2135:
1974:
1816:Ad-to-sales ratio
1807:
1728:Purchase-intention
1705:Purchase Intention
1558:
1431:
1327:
1302:
1287:4. DoβFeelβ Learn
1248:
1227:Integrative models
1204:
986:
918:Pure affect models
873:
849:integrative models
841:pure affect models
828:
784:
766:
674:
652:
623:
587:identified sponsor
551:
472:
415:Marketing research
352:Online advertising
342:Native advertising
337:Mobile advertising
289:Sex in advertising
106:Consumer behaviour
6430:978-3-319-28419-4
6184:. 19 March 2024.
4035:978-981-19-5118-3
4001:J Walter Thompson
3959:E. St. Elmo Lewis
3862:Shock advertising
3792:Digital promotion
3787:Digital marketing
3555:AttentionTracking
3242:
3241:
3211:The Biggest Loser
3115:Program/ Network
3062:
3061:
2845:Out-of-home media
2818:Audience profile:
2788:Average audience:
2736:industry currency
2700:
2699:
2560:Minimal frequency
2514:Limited frequency
2289:advertising media
2108:
2107:
1949:in a unique way.
1942:message strategy.
1930:marginal analysis
1926:affordable method
1918:unit sales method
1868:
1867:
1767:
1766:
1673:Strong preference
1630:Brand recognition
1528:1. Category Need:
1413:educate customers
1407:encourage loyalty
1401:increase purchase
1291:
1290:
1284:3. DoβLearnβFeel
1276:2. FeelβLearnβDo
1270:High-involvement
1167:AISDALSLove model
944:Attitude to Ad (A
792:Image integration
728:Product placement
463:
462:
425:Consumer research
306:Promotional media
294:Underwriting spot
269:Product placement
249:On-hold messaging
239:Loyalty marketing
156:Product marketing
151:Digital marketing
16:(Redirected from
6621:
6560:
6553:
6547:
6540:
6534:
6527:
6521:
6515:
6509:
6508:
6480:
6474:
6470:, Encyclopedia,
6465:
6459:
6452:
6446:
6439:
6433:
6418:
6412:
6405:
6399:
6398:
6376:
6370:
6363:
6357:
6347:
6341:
6334:
6328:
6321:
6315:
6308:
6302:
6301:
6300:on 12 June 2018.
6290:
6284:
6277:
6271:
6270:
6259:
6253:
6246:
6240:
6233:
6227:
6220:
6214:
6207:
6201:
6200:
6198:
6196:
6174:
6168:
6167:
6165:
6163:
6140:
6134:
6127:
6121:
6114:
6108:
6105:Gerard J. Tellis
6098:
6092:
6085:
6079:
6066:
6060:
6053:
6047:
6040:
6034:
6027:
6021:
6014:
6008:
6005:
5999:
5992:
5986:
5979:
5973:
5966:
5960:
5953:
5947:
5940:
5931:
5924:
5918:
5911:
5905:
5898:
5892:
5885:
5879:
5872:
5866:
5859:
5853:
5852:
5834:
5828:
5821:
5815:
5814:
5790:
5784:
5777:
5771:
5764:
5758:
5751:
5745:
5744:
5726:
5720:
5713:
5707:
5700:
5694:
5687:
5681:
5674:
5668:
5667:
5649:
5643:
5630:
5624:
5623:
5597:
5591:
5585:
5579:
5572:
5566:
5559:
5553:
5537:
5531:
5524:
5518:
5511:
5505:
5502:
5496:
5483:
5477:
5476:
5450:
5444:
5437:
5431:
5424:
5418:
5411:
5405:
5398:
5392:
5385:
5379:
5378:
5358:
5352:
5345:
5339:
5332:
5326:
5319:
5313:
5312:
5292:
5286:
5277:Springer, 2003,
5271:
5265:
5264:
5256:
5250:
5243:
5237:
5230:
5224:
5217:
5211:
5204:
5198:
5191:
5185:
5178:
5172:
5165:
5159:
5152:
5146:
5139:
5133:
5126:
5120:
5109:
5103:
5096:
5090:
5083:
5077:
5070:
5064:
5063:
5027:
5021:
5014:
5008:
5001:
4995:
4988:
4982:
4981:
4965:
4959:
4958:
4940:
4931:
4924:
4918:
4911:
4905:
4898:
4889:
4882:
4876:
4869:
4863:
4856:
4850:
4843:
4837:
4830:
4824:
4817:
4811:
4804:
4798:
4797:
4788:(5): 1032β1043.
4777:
4771:
4764:
4758:
4751:
4745:
4738:
4732:
4725:
4719:
4712:
4706:
4699:
4693:
4692:
4676:
4670:
4669:
4633:
4624:
4623:
4595:
4589:
4582:
4576:
4569:
4563:
4562:
4551:
4545:
4541:
4535:
4528:
4522:
4515:
4509:
4496:
4490:
4477:
4471:
4458:
4452:
4439:
4433:
4427:
4421:
4408:
4402:
4389:
4383:
4370:
4364:
4363:Kogan Page, 2007
4357:
4351:
4348:
4342:
4335:
4329:
4316:
4310:
4309:
4307:
4298:
4292:
4282:
4276:
4275:
4263:
4257:
4256:
4244:
4238:
4225:
4219:
4218:
4208:
4200:
4194:
4191:
4185:
4179:
4173:
4166:
4160:
4153:
4147:
4140:
4134:
4127:
4121:
4115:
4109:
4103:
4097:
4096:
4094:
4092:
4087:on 13 April 2020
4086:
4080:. Archived from
4055:
4046:
4040:
4039:
4019:
3947:William Bernbach
3757:Account planning
3738:account managers
3733:public relations
3112:
2933:
2872:: The number of
2659:
2615:
2574:
2525:
2380:
2328:
2304:
2056:Transformational
1977:
1946:creative concept
1821:Health services
1810:
1781:managerial style
1696:Brand Preference
1660:Brand Preference
1561:
1281:Low-involvement
1273:1. LearnβFeelβDo
1258:Type of Decision
1251:
1148:Basic AIDA model
712:Direct marketing
704:Personal selling
695:Public relations
496:(which involves
455:
448:
441:
420:Mystery shopping
317:Brand ambassador
254:Personal selling
244:Mobile marketing
224:Direct marketing
209:Ambush marketing
176:Annoyance factor
161:Social marketing
111:Consumer culture
91:Brand management
32:
21:
6629:
6628:
6624:
6623:
6622:
6620:
6619:
6618:
6589:
6588:
6569:
6567:Further reading
6564:
6563:
6554:
6550:
6541:
6537:
6528:
6524:
6516:
6512:
6482:
6481:
6477:
6466:
6462:
6453:
6449:
6440:
6436:
6419:
6415:
6406:
6402:
6395:
6378:
6377:
6373:
6364:
6360:
6348:
6344:
6335:
6331:
6322:
6318:
6309:
6305:
6292:
6291:
6287:
6278:
6274:
6261:
6260:
6256:
6247:
6243:
6234:
6230:
6221:
6217:
6209:Powell, G. R.,
6208:
6204:
6194:
6192:
6176:
6175:
6171:
6161:
6159:
6142:
6141:
6137:
6128:
6124:
6115:
6111:
6099:
6095:
6086:
6082:
6077:Wayback Machine
6067:
6063:
6059:26 October 2009
6054:
6050:
6041:
6037:
6033:26 October 2009
6028:
6024:
6015:
6011:
6006:
6002:
5993:
5989:
5980:
5976:
5967:
5963:
5954:
5950:
5941:
5934:
5925:
5921:
5912:
5908:
5899:
5895:
5886:
5882:
5873:
5869:
5860:
5856:
5849:
5836:
5835:
5831:
5822:
5818:
5811:
5792:
5791:
5787:
5778:
5774:
5765:
5761:
5752:
5748:
5741:
5728:
5727:
5723:
5714:
5710:
5701:
5697:
5688:
5684:
5675:
5671:
5664:
5651:
5650:
5646:
5641:Wayback Machine
5631:
5627:
5620:
5599:
5598:
5594:
5586:
5582:
5573:
5569:
5560:
5556:
5551:Wayback Machine
5538:
5534:
5525:
5521:
5512:
5508:
5503:
5499:
5494:Wayback Machine
5484:
5480:
5473:
5452:
5451:
5447:
5439:George, L. J.,
5438:
5434:
5425:
5421:
5412:
5408:
5399:
5395:
5386:
5382:
5375:
5360:
5359:
5355:
5346:
5342:
5333:
5329:
5320:
5316:
5309:
5294:
5293:
5289:
5272:
5268:
5258:
5257:
5253:
5244:
5240:
5231:
5227:
5218:
5214:
5205:
5201:
5192:
5188:
5179:
5175:
5167:Chaudhuri, A.,
5166:
5162:
5153:
5149:
5140:
5136:
5127:
5123:
5110:
5106:
5097:
5093:
5084:
5080:
5071:
5067:
5029:
5028:
5024:
5015:
5011:
5002:
4998:
4989:
4985:
4967:
4966:
4962:
4955:
4942:
4941:
4934:
4925:
4921:
4912:
4908:
4899:
4892:
4883:
4879:
4870:
4866:
4857:
4853:
4844:
4840:
4831:
4827:
4818:
4814:
4805:
4801:
4779:
4778:
4774:
4765:
4761:
4752:
4748:
4740:Carroll, C.E.,
4739:
4735:
4726:
4722:
4713:
4709:
4700:
4696:
4678:
4677:
4673:
4635:
4634:
4627:
4597:
4596:
4592:
4583:
4579:
4570:
4566:
4561:. 14 June 2006.
4553:
4552:
4548:
4542:
4538:
4529:
4525:
4516:
4512:
4507:Wayback Machine
4497:
4493:
4488:Wayback Machine
4478:
4474:
4469:Wayback Machine
4459:
4455:
4450:Wayback Machine
4440:
4436:
4428:
4424:
4419:Wayback Machine
4409:
4405:
4400:Wayback Machine
4390:
4386:
4381:Wayback Machine
4371:
4367:
4358:
4354:
4349:
4345:
4336:
4332:
4327:Wayback Machine
4317:
4313:
4305:
4300:
4299:
4295:
4283:
4279:
4265:
4264:
4260:
4246:
4245:
4241:
4236:Wayback Machine
4226:
4222:
4202:
4201:
4197:
4192:
4188:
4180:
4176:
4167:
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4154:
4150:
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4116:
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4100:
4090:
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4084:
4053:
4048:
4047:
4043:
4036:
4021:
4020:
4016:
4011:
4006:
3936:
3913:
3905:Toy advertising
3876:
3871:
3852:Promotional mix
3832:Media relations
3747:
3725:
3716:
3699:
3693:
3661:
3625:
3616:
3607:
3601:
3581:
3572:
3566:
3557:
3547:
3535:
3523:
3514:
3508:
3432:
3426:
3415:
3372:
3339:
3333:
3272:
3095:
3089:
2880:Site stickiness
2870:Unique visitors
2798:Audience share:
2782:Broadcast Media
2731:
2721:Nielsen Ratings
2705:
2550:Minimal clutter
2511:Long lead times
2264:
2254:
2220:Effective reach
2181:
2167:
2127:
2117:
1938:
1882:
1873:
1797:
1776:
1620:Brand Awareness
1475:
1465:
1449:
1436:target audience
1423:
1404:encourage trial
1387:
1367:
1358:
1344:
1259:
1256:
1255:Info processing
1242:
1229:
1193:
1003:brand awareness
978:
968:
951:
947:
934:
930:
920:
908:
904:
861:
820:
744:Event marketing
736:Sales promotion
656:promotional mix
644:
628:in-house agency
615:
606:market research
539:
459:
430:
429:
410:Market research
405:
397:
396:
307:
299:
298:
284:Sales promotion
199:
191:
190:
86:Brand licensing
56:
28:
23:
22:
15:
12:
11:
5:
6627:
6625:
6617:
6616:
6611:
6606:
6601:
6591:
6590:
6587:
6586:
6582:
6581:
6568:
6565:
6562:
6561:
6548:
6535:
6522:
6510:
6475:
6460:
6447:
6434:
6413:
6407:Govoni, N.A.,
6400:
6393:
6371:
6358:
6351:The Scientist,
6342:
6329:
6316:
6303:
6285:
6272:
6254:
6241:
6228:
6215:
6202:
6169:
6135:
6122:
6109:
6093:
6080:
6070:media schedule
6061:
6048:
6035:
6022:
6009:
6000:
5987:
5974:
5961:
5948:
5932:
5919:
5906:
5893:
5887:Naples, M.J.,
5880:
5867:
5854:
5847:
5829:
5816:
5809:
5785:
5772:
5759:
5746:
5740:978-1936572298
5739:
5721:
5708:
5695:
5682:
5669:
5662:
5644:
5625:
5618:
5592:
5580:
5567:
5554:
5532:
5519:
5506:
5497:
5478:
5471:
5445:
5432:
5419:
5406:
5393:
5380:
5373:
5353:
5347:Colley, R.H.,
5340:
5327:
5314:
5307:
5287:
5266:
5251:
5238:
5225:
5212:
5199:
5186:
5173:
5160:
5147:
5134:
5121:
5104:
5091:
5078:
5065:
5038:(6): 578β581.
5022:
5009:
4996:
4983:
4960:
4953:
4932:
4919:
4906:
4890:
4877:
4864:
4851:
4838:
4825:
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4799:
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4759:
4746:
4733:
4720:
4707:
4694:
4671:
4625:
4590:
4577:
4564:
4546:
4536:
4523:
4510:
4491:
4472:
4453:
4434:
4422:
4403:
4384:
4365:
4352:
4343:
4330:
4311:
4293:
4277:
4258:
4239:
4220:
4195:
4186:
4174:
4161:
4148:
4135:
4122:
4110:
4098:
4041:
4034:
4013:
4012:
4010:
4007:
4005:
4004:
3998:
3992:
3986:
3980:
3974:
3968:
3965:Arthur Nielsen
3962:
3956:
3953:Ernest Dichter
3950:
3944:
3937:
3935:
3932:
3931:
3930:
3927:Slip-Slop-Slap
3924:
3919:
3912:
3909:
3908:
3907:
3902:
3897:
3892:
3887:
3882:
3875:
3872:
3870:
3869:
3864:
3859:
3857:Share of voice
3854:
3849:
3844:
3839:
3834:
3829:
3824:
3819:
3814:
3809:
3804:
3799:
3794:
3789:
3784:
3779:
3777:Creative brief
3774:
3769:
3764:
3759:
3754:
3748:
3746:
3743:
3724:
3721:
3715:
3712:
3692:
3689:
3688:
3687:
3680:
3673:
3670:Unaided recall
3660:
3657:
3656:
3655:
3648:
3641:
3624:
3621:
3615:
3612:
3600:
3597:
3580:
3577:
3565:
3562:
3546:
3543:
3534:
3533:Pupil dilation
3531:
3522:
3519:
3507:
3504:
3503:
3502:
3495:
3494:
3487:
3486:
3479:
3478:
3471:
3470:
3463:
3462:
3425:
3422:
3414:
3411:
3407:
3406:
3403:
3400:
3397:
3394:
3391:
3388:
3385:
3382:
3379:
3371:
3368:
3367:
3366:
3365:
3364:
3355:
3354:
3353:
3352:
3332:
3329:
3320:
3319:
3313:
3307:
3301:
3271:
3268:
3267:
3266:
3265:
3264:
3263:
3262:
3255:
3240:
3239:
3236:
3233:
3230:
3223:
3222:
3219:
3216:
3213:
3207:
3206:
3203:
3200:
3197:
3191:
3190:
3187:
3184:
3181:
3175:
3174:
3171:
3168:
3165:
3159:
3158:
3155:
3152:
3149:
3143:
3142:
3139:
3136:
3133:
3126:
3125:
3122:
3119:
3116:
3091:Main article:
3088:
3085:
3084:
3083:
3080:
3077:
3074:
3068:
3060:
3059:
3056:
3053:
3049:
3048:
3043:
3040:
3036:
3035:
3034:Think TV ****
3032:
3029:
3025:
3024:
3021:
3018:
3014:
3013:
3010:
3007:
3003:
3002:
2996:
2993:
2989:
2988:
2982:
2976:
2972:
2971:
2968:
2965:
2961:
2960:
2957:
2954:
2950:
2949:
2944:
2939:
2921:
2920:
2912:
2906:
2902:Cost per click
2898:
2889:
2883:
2877:
2867:
2855:
2854:
2842:
2841:
2835:
2826:The number of
2821:
2815:
2809:
2802:
2795:
2779:
2778:
2772:
2766:
2704:
2701:
2698:
2697:
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2682:
2679:
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2673:
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2649:
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2641:
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2469:
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2467:
2464:
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2458:
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2450:
2449:
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2436:
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2414:
2413:
2410:
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2404:
2403:
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2397:
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2381:
2373:
2372:
2371:
2370:
2367:
2364:
2361:
2358:
2355:
2350:
2349:
2348:
2347:Good attention
2345:
2342:
2339:
2329:
2321:
2320:
2315:
2310:
2293:
2292:
2285:
2282:
2279:
2253:
2250:
2230:
2229:
2223:
2217:
2211:
2205:
2195:
2194:
2191:
2188:
2175:Media planning
2166:
2163:
2158:
2157:
2153:
2152:
2148:
2147:
2143:
2142:
2116:
2115:Media planning
2113:
2106:
2105:
2102:
2099:
2095:
2094:
2091:
2088:
2084:
2083:
2080:
2077:
2073:
2072:
2070:
2067:
2063:
2062:
2060:
2058:
2052:
2051:
2048:
2045:
2041:
2040:
2037:
2034:
2030:
2029:
2026:
2023:
2019:
2018:
2015:
2012:
2005:
2004:
2001:
1998:
1994:
1993:
1988:
1983:
1964:
1963:
1960:
1937:
1934:
1906:
1905:
1902:
1899:
1896:
1893:
1881:
1878:
1872:
1869:
1866:
1865:
1862:
1858:
1857:
1854:
1850:
1849:
1846:
1842:
1841:
1838:
1834:
1833:
1830:
1826:
1825:
1822:
1818:
1817:
1814:
1796:
1793:
1775:
1772:
1765:
1764:
1756:
1755:
1754:
1751:
1746:
1745:
1744:
1741:
1732:
1731:
1725:
1724:
1723:
1720:
1715:
1714:
1713:
1710:
1701:
1700:
1692:
1691:
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1687:
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1681:
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1675:
1674:
1671:
1668:
1665:
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1655:
1647:
1646:
1645:
1642:
1639:
1634:
1633:
1632:
1627:
1616:
1615:
1611:Pain avoidance
1607:
1606:
1605:
1601:
1600:
1597:
1594:
1589:
1588:
1587:
1584:
1581:
1572:
1571:
1568:
1565:
1556:
1555:
1549:
1543:
1537:
1531:
1490:chievable and
1473:SMART criteria
1464:
1461:
1448:
1445:
1422:
1419:
1415:
1414:
1411:
1408:
1405:
1402:
1386:
1383:
1366:
1363:
1357:
1354:
1343:
1340:
1289:
1288:
1285:
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1267:
1266:
1263:
1260:
1257:
1254:
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1228:
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1196:
1195:
1191:
1185:
1177:
1171:
1163:
1157:
1151:
1140:
1139:
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1124:
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1122:
1121:
1120:
1119:
1118:
1117:
1116:
1115:
1114:
1113:
1112:
1111:
1110:
1109:
1108:
1085:
1084:
1083:
1082:
1081:
1080:
1079:
1078:
1077:
1076:
1075:
1074:
1073:
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1069:
1046:
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1044:
1043:
1042:
1041:
1040:
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1038:
1037:
1036:
1035:
1034:
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1032:
1031:
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967:
964:
956:
955:
954:
953:
949:
945:
932:
928:
919:
916:
911:
910:
906:
902:
899:Attitude to ad
897:Ad cognitionβ
860:
857:
819:
816:
758:
757:
748:
740:
732:
724:
716:
708:
700:
691:
683:
643:
640:
614:
611:
593:
592:
591:
590:
583:
576:
538:
535:
534:
533:
527:
524:Media strategy
521:
515:
498:media planning
494:media strategy
461:
460:
458:
457:
450:
443:
435:
432:
431:
428:
427:
422:
417:
412:
406:
403:
402:
399:
398:
395:
394:
389:
384:
379:
374:
369:
364:
359:
354:
349:
344:
339:
334:
329:
327:Drip marketing
324:
319:
314:
308:
305:
304:
301:
300:
297:
296:
291:
286:
281:
276:
271:
266:
261:
256:
251:
246:
241:
236:
231:
226:
221:
216:
211:
206:
200:
197:
196:
193:
192:
189:
188:
183:
178:
173:
168:
163:
158:
153:
148:
143:
138:
133:
128:
123:
118:
113:
108:
103:
101:Communications
98:
93:
88:
83:
78:
73:
68:
63:
57:
54:
53:
50:
49:
48:
47:
39:
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6401:
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6394:9781317779513
6390:
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6058:
6052:
6049:
6045:
6042:Brierly, S.,
6039:
6036:
6032:
6026:
6023:
6019:
6016:Bermejo, F.,
6013:
6010:
6004:
6001:
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5994:Brierly, S.,
5991:
5988:
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5981:Brierly, S.,
5978:
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5968:Brierly, S.,
5965:
5962:
5958:
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5942:Brierly, S.,
5939:
5937:
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5926:Jones, J.P.,
5923:
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5283:0-387-24099-3
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4845:Howard, J.A.
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4663:
4659:
4655:
4651:
4647:
4643:
4639:
4632:
4630:
4626:
4621:
4617:
4613:
4609:
4605:
4601:
4594:
4591:
4587:
4581:
4578:
4574:
4571:Jones, J.P.,
4568:
4565:
4560:
4556:
4550:
4547:
4540:
4537:
4533:
4527:
4524:
4520:
4514:
4511:
4508:
4504:
4501:
4495:
4492:
4489:
4485:
4482:
4476:
4473:
4470:
4466:
4463:
4457:
4454:
4451:
4447:
4444:
4438:
4435:
4432:
4426:
4423:
4420:
4416:
4413:
4407:
4404:
4401:
4397:
4394:
4388:
4385:
4382:
4378:
4375:
4369:
4366:
4362:
4356:
4353:
4347:
4344:
4340:
4337:Jones, J.P.,
4334:
4331:
4328:
4324:
4321:
4315:
4312:
4304:
4297:
4294:
4291:
4287:
4281:
4278:
4273:
4269:
4262:
4259:
4254:
4250:
4243:
4240:
4237:
4233:
4230:
4224:
4221:
4216:
4212:
4207:
4199:
4196:
4190:
4187:
4184:
4178:
4175:
4171:
4165:
4162:
4158:
4152:
4149:
4145:
4139:
4136:
4132:
4126:
4123:
4120:
4114:
4111:
4108:
4102:
4099:
4083:
4079:
4075:
4071:
4067:
4063:
4059:
4052:
4045:
4042:
4037:
4031:
4027:
4026:
4018:
4015:
4008:
4002:
3999:
3996:
3995:Daniel Starch
3993:
3990:
3987:
3984:
3983:Rosser Reeves
3981:
3978:
3975:
3972:
3969:
3966:
3963:
3960:
3957:
3954:
3951:
3948:
3945:
3942:
3939:
3938:
3933:
3928:
3925:
3923:
3920:
3918:
3915:
3914:
3910:
3906:
3903:
3901:
3898:
3896:
3893:
3891:
3888:
3886:
3883:
3881:
3878:
3877:
3873:
3868:
3865:
3863:
3860:
3858:
3855:
3853:
3850:
3848:
3845:
3843:
3840:
3838:
3835:
3833:
3830:
3828:
3825:
3823:
3820:
3818:
3815:
3813:
3810:
3808:
3805:
3803:
3800:
3798:
3795:
3793:
3790:
3788:
3785:
3783:
3780:
3778:
3775:
3773:
3770:
3768:
3765:
3763:
3760:
3758:
3755:
3753:
3750:
3749:
3744:
3742:
3739:
3734:
3730:
3722:
3720:
3713:
3711:
3709:
3705:
3698:
3690:
3685:
3681:
3678:
3674:
3671:
3667:
3666:
3665:
3658:
3653:
3649:
3646:
3642:
3639:
3635:
3634:
3633:
3630:
3629:Daniel Starch
3623:Starch scores
3622:
3620:
3613:
3611:
3606:
3598:
3596:
3594:
3585:
3578:
3576:
3571:
3563:
3561:
3556:
3552:
3544:
3542:
3540:
3532:
3530:
3527:
3520:
3518:
3513:
3505:
3500:
3497:
3496:
3492:
3489:
3488:
3484:
3481:
3480:
3476:
3473:
3472:
3468:
3465:
3464:
3460:
3457:
3456:
3451:
3447:
3444:
3436:
3431:
3423:
3421:
3419:
3412:
3410:
3404:
3401:
3398:
3395:
3392:
3389:
3386:
3383:
3380:
3377:
3376:
3375:
3369:
3362:
3359:
3358:
3357:
3356:
3350:
3347:
3346:
3345:
3344:
3343:
3338:
3330:
3328:
3324:
3317:
3314:
3311:
3308:
3305:
3302:
3299:
3296:
3295:
3290:
3286:
3283:
3276:
3269:
3260:
3256:
3253:
3252:American Idol
3249:
3248:
3247:
3246:
3244:
3243:
3237:
3234:
3231:
3228:
3225:
3224:
3220:
3217:
3214:
3212:
3209:
3208:
3204:
3201:
3198:
3196:
3193:
3192:
3188:
3185:
3182:
3180:
3177:
3176:
3172:
3169:
3166:
3164:
3161:
3160:
3156:
3153:
3150:
3148:
3145:
3144:
3140:
3137:
3134:
3131:
3130:American Idol
3128:
3127:
3123:
3120:
3117:
3114:
3113:
3107:
3103:
3099:
3094:
3086:
3081:
3078:
3075:
3073:
3069:
3067:
3064:
3063:
3057:
3054:
3051:
3050:
3047:
3044:
3042:Nielsen Audio
3041:
3039:United States
3038:
3037:
3033:
3030:
3027:
3026:
3022:
3019:
3016:
3015:
3011:
3008:
3005:
3004:
3000:
2997:
2994:
2991:
2990:
2986:
2983:
2980:
2977:
2974:
2973:
2969:
2966:
2963:
2962:
2958:
2955:
2952:
2951:
2948:
2945:
2943:
2940:
2938:
2935:
2934:
2931:
2925:
2918:
2917:
2913:
2910:
2907:
2904:
2903:
2899:
2896:
2894:
2890:
2887:
2884:
2881:
2878:
2875:
2871:
2868:
2865:
2862:
2861:
2860:
2859:
2852:
2849:
2848:
2847:
2846:
2839:
2836:
2833:
2829:
2825:
2822:
2819:
2816:
2813:
2810:
2806:
2803:
2799:
2796:
2793:
2789:
2786:
2785:
2784:
2783:
2776:
2773:
2770:
2767:
2764:
2761:
2760:
2759:
2758:
2754:
2751:
2747:
2745:
2740:
2737:
2730:
2726:
2725:Nielsen Audio
2722:
2718:
2714:
2710:
2702:
2693:
2690:
2689:
2688:
2683:
2680:
2677:
2674:
2671:
2668:
2667:
2666:
2665:
2661:
2658:
2654:
2653:
2647:
2644:
2643:
2642:
2637:
2634:
2631:
2630:
2629:
2627:
2623:
2622:
2617:
2614:
2610:
2609:
2603:
2600:
2599:
2598:
2593:
2590:
2589:
2588:
2586:
2582:
2581:
2576:
2573:
2569:
2568:
2563:Limited reach
2562:
2559:
2556:
2555:
2554:
2549:
2546:
2543:
2540:
2537:
2534:
2533:
2532:
2531:
2527:
2524:
2520:
2519:
2513:
2510:
2507:
2506:
2505:
2500:
2497:
2494:
2491:
2488:
2487:
2486:
2485:
2481:
2476:
2472:
2471:
2465:
2462:
2459:
2457:Low attention
2456:
2453:
2452:
2451:
2446:
2443:
2440:
2437:
2434:
2433:
2432:
2431:
2427:
2422:
2418:
2417:
2411:
2408:
2407:
2406:
2401:
2398:
2395:
2392:
2389:
2388:
2387:
2386:
2382:
2379:
2375:
2374:
2368:
2365:
2362:
2359:
2356:
2353:
2352:
2351:
2346:
2343:
2340:
2337:
2336:
2335:
2334:
2330:
2327:
2323:
2322:
2319:
2318:Disadvantages
2316:
2314:
2311:
2309:
2306:
2305:
2302:
2297:
2290:
2286:
2283:
2280:
2277:
2276:
2275:
2273:
2269:
2263:
2259:
2251:
2249:
2245:
2243:
2237:
2236:
2227:
2224:
2221:
2218:
2215:
2212:
2209:
2206:
2203:
2200:
2199:
2198:
2192:
2189:
2186:
2185:
2184:
2180:
2176:
2172:
2164:
2162:
2155:
2154:
2150:
2149:
2145:
2144:
2140:
2139:
2138:
2131:
2126:
2122:
2114:
2112:
2103:
2100:
2097:
2096:
2092:
2089:
2086:
2085:
2081:
2078:
2075:
2074:
2071:
2068:
2065:
2064:
2061:
2059:
2057:
2054:
2053:
2049:
2046:
2043:
2042:
2038:
2035:
2032:
2031:
2027:
2024:
2021:
2020:
2016:
2013:
2010:
2007:
2006:
2002:
1999:
1996:
1995:
1992:
1989:
1987:
1984:
1982:
1981:Informational
1979:
1978:
1972:
1970:
1961:
1958:
1957:
1956:
1953:
1950:
1947:
1943:
1935:
1933:
1931:
1927:
1923:
1919:
1915:
1910:
1903:
1900:
1897:
1894:
1891:
1890:
1889:
1886:
1879:
1877:
1870:
1863:
1860:
1859:
1855:
1852:
1851:
1847:
1844:
1843:
1839:
1836:
1835:
1831:
1828:
1827:
1823:
1820:
1819:
1815:
1812:
1811:
1805:
1801:
1794:
1792:
1788:
1784:
1782:
1773:
1771:
1763:
1761:
1757:
1752:
1749:
1748:
1747:
1742:
1739:
1738:
1737:
1734:
1733:
1729:
1726:
1721:
1718:
1717:
1716:
1711:
1708:
1707:
1706:
1703:
1702:
1699:
1697:
1693:
1688:
1685:
1682:
1679:
1678:
1677:
1672:
1669:
1666:
1663:
1662:
1661:
1658:
1657:
1654:
1652:
1648:
1643:
1640:
1637:
1636:
1635:
1631:
1628:
1626:
1623:
1622:
1621:
1618:
1617:
1614:
1612:
1608:
1603:
1602:
1598:
1595:
1592:
1591:
1590:
1585:
1582:
1579:
1578:
1577:
1576:Category Need
1574:
1573:
1569:
1566:
1563:
1562:
1553:
1550:
1547:
1544:
1541:
1538:
1535:
1532:
1529:
1526:
1525:
1524:
1520:
1518:
1514:
1510:
1506:
1502:
1498:
1493:
1489:
1485:
1481:
1474:
1470:
1462:
1460:
1458:
1457:pull strategy
1454:
1453:push strategy
1446:
1444:
1441:
1440:target market
1437:
1427:
1420:
1418:
1412:
1409:
1406:
1403:
1400:
1399:
1398:
1395:
1391:
1384:
1382:
1380:
1374:
1372:
1364:
1362:
1355:
1353:
1350:
1341:
1339:
1337:
1333:
1331:
1323:
1319:
1317:
1313:
1309:
1306:
1298:
1294:
1286:
1283:
1280:
1279:
1275:
1272:
1269:
1268:
1264:
1261:
1253:
1252:
1246:
1239:
1237:
1233:
1226:
1224:
1222:
1218:
1213:
1210:
1200:
1189:
1186:
1183:
1182:
1178:
1175:
1172:
1169:
1168:
1164:
1161:
1158:
1155:
1152:
1149:
1146:
1145:
1144:
1137:
1136:
1135:
1128:
1125:
1106:
1105:
1104:
1103:
1102:
1101:
1100:
1099:
1098:
1097:
1096:
1095:
1094:
1093:
1092:
1091:
1089:
1086:
1067:
1066:
1065:
1064:
1063:
1062:
1061:
1060:
1059:
1058:
1057:
1056:
1055:
1054:
1053:
1052:
1050:
1047:
1028:
1027:
1026:
1025:
1024:
1023:
1022:
1021:
1020:
1019:
1018:
1017:
1016:
1015:
1014:
1013:
1011:
1008:
1007:
1006:
1004:
999:
996:
992:
982:
977:
973:
965:
963:
961:
943:
942:
941:
940:
939:
936:
924:
917:
915:
900:
896:
895:
894:
890:
888:
883:
879:
870:
865:
858:
856:
854:
850:
846:
842:
838:
832:
824:
817:
815:
811:
809:
805:
801:
797:
793:
788:
780:
776:
774:
773:
762:
755:
753:
749:
746:
745:
741:
738:
737:
733:
730:
729:
725:
722:
721:
717:
714:
713:
709:
706:
705:
701:
698:
696:
692:
689:
688:
684:
681:
680:
676:
675:
670:
666:
663:
661:
657:
648:
639:
635:
631:
629:
619:
612:
610:
607:
602:
597:
588:
584:
581:
577:
574:
570:
569:
568:
567:
566:
563:
560:
556:
547:
543:
536:
531:
528:
525:
522:
519:
516:
513:
510:
509:
508:
505:
503:
499:
495:
491:
490:target market
485:
482:
478:
476:
467:
456:
451:
449:
444:
442:
437:
436:
434:
433:
426:
423:
421:
418:
416:
413:
411:
408:
407:
401:
400:
393:
392:Word-of-mouth
390:
388:
385:
383:
380:
378:
375:
373:
370:
368:
365:
363:
362:Point of sale
360:
358:
355:
353:
350:
348:
345:
343:
340:
338:
335:
333:
330:
328:
325:
323:
320:
318:
315:
313:
310:
309:
303:
302:
295:
292:
290:
287:
285:
282:
280:
277:
275:
272:
270:
267:
265:
262:
260:
257:
255:
252:
250:
247:
245:
242:
240:
237:
235:
232:
230:
227:
225:
222:
220:
217:
215:
212:
210:
207:
205:
202:
201:
195:
194:
187:
184:
182:
179:
177:
174:
172:
169:
167:
164:
162:
159:
157:
154:
152:
149:
147:
144:
142:
139:
137:
134:
132:
129:
127:
124:
122:
121:Effectiveness
119:
117:
114:
112:
109:
107:
104:
102:
99:
97:
94:
92:
89:
87:
84:
82:
79:
77:
74:
72:
69:
67:
64:
62:
59:
58:
52:
51:
46:
43:
42:
41:
40:
37:
33:
30:
19:
6573:
6556:
6551:
6538:
6530:
6525:
6513:
6491:(1): 59β68.
6488:
6484:
6478:
6467:
6463:
6455:
6454:Wardle, J.,
6450:
6442:
6437:
6421:
6416:
6408:
6403:
6384:
6374:
6366:
6361:
6350:
6345:
6337:
6332:
6324:
6319:
6311:
6306:
6298:the original
6288:
6280:
6275:
6267:the original
6257:
6249:
6244:
6236:
6231:
6223:
6218:
6210:
6205:
6193:. Retrieved
6181:
6172:
6160:. Retrieved
6148:
6138:
6130:
6125:
6117:
6112:
6101:
6096:
6088:
6083:
6064:
6056:
6051:
6043:
6038:
6030:
6025:
6017:
6012:
6003:
5995:
5990:
5982:
5977:
5969:
5964:
5956:
5951:
5943:
5927:
5922:
5914:
5909:
5901:
5896:
5888:
5883:
5875:
5870:
5862:
5857:
5838:
5832:
5824:
5819:
5795:
5788:
5780:
5775:
5767:
5762:
5754:
5749:
5730:
5724:
5716:
5711:
5703:
5698:
5690:
5685:
5677:
5672:
5653:
5647:
5628:
5601:
5595:
5583:
5575:
5570:
5562:
5557:
5539:
5535:
5527:
5522:
5514:
5509:
5500:
5481:
5454:
5448:
5440:
5435:
5422:
5414:
5409:
5401:
5396:
5388:
5383:
5363:
5356:
5348:
5343:
5335:
5330:
5322:
5317:
5297:
5290:
5274:
5269:
5260:
5254:
5246:
5241:
5233:
5228:
5220:
5215:
5207:
5202:
5194:
5189:
5181:
5180:Ambler, T.,
5176:
5168:
5163:
5155:
5150:
5142:
5137:
5129:
5124:
5116:
5112:
5107:
5099:
5094:
5086:
5081:
5073:
5068:
5035:
5031:
5025:
5017:
5012:
5004:
4999:
4991:
4986:
4977:
4973:
4963:
4944:
4927:
4922:
4914:
4909:
4901:
4885:
4880:
4872:
4867:
4859:
4854:
4846:
4841:
4833:
4828:
4820:
4815:
4807:
4802:
4785:
4781:
4775:
4767:
4762:
4754:
4753:Walser, M.,
4749:
4741:
4736:
4728:
4723:
4715:
4710:
4702:
4697:
4688:
4684:
4674:
4641:
4637:
4606:(1): 26β47.
4603:
4599:
4593:
4585:
4580:
4575:, Sage, 2001
4572:
4567:
4558:
4549:
4539:
4531:
4526:
4518:
4513:
4494:
4475:
4456:
4437:
4425:
4406:
4387:
4368:
4360:
4355:
4346:
4338:
4333:
4314:
4296:
4285:
4280:
4271:
4261:
4252:
4242:
4223:
4210:
4198:
4189:
4177:
4169:
4164:
4156:
4151:
4143:
4138:
4130:
4125:
4113:
4101:
4089:. Retrieved
4082:the original
4064:(2): 63β77.
4061:
4057:
4044:
4024:
4017:
3917:Share a Coke
3737:
3726:
3717:
3707:
3703:
3700:
3683:
3677:Aided recall
3676:
3669:
3662:
3651:
3644:
3637:
3626:
3617:
3614:Post-testing
3608:
3590:
3573:
3558:
3551:Eye tracking
3545:Eye tracking
3539:pupillometry
3538:
3536:
3528:
3524:
3515:
3498:
3490:
3483:Photo-matics
3482:
3475:Rip-o-matics
3474:
3466:
3458:
3445:
3441:
3418:Copy testing
3416:
3413:Copy testing
3408:
3373:
3361:Post-testing
3360:
3348:
3340:
3325:
3321:
3315:
3309:
3303:
3297:
3284:
3281:
3258:
3251:
3226:
3210:
3194:
3178:
3162:
3146:
3129:
3104:
3100:
3096:
3093:Media buying
3087:Media buying
3071:
3065:
3052:South Africa
3012:TAM Ireland
2946:
2941:
2936:
2929:
2922:
2914:
2908:
2900:
2891:
2885:
2879:
2873:
2869:
2864:Site traffic
2863:
2857:
2856:
2850:
2844:
2843:
2837:
2831:
2827:
2823:
2817:
2811:
2804:
2797:
2791:
2787:
2781:
2780:
2774:
2768:
2763:Circulation:
2762:
2756:
2755:
2752:
2748:
2741:
2735:
2732:
2663:
2662:
2625:
2620:
2618:
2584:
2579:
2577:
2529:
2528:
2483:
2482:
2429:
2428:
2384:
2383:
2332:
2331:
2317:
2312:
2307:
2300:
2294:
2271:
2268:concentrated
2267:
2265:
2262:Media buying
2246:
2241:
2238:
2234:
2231:
2225:
2219:
2213:
2207:
2201:
2196:
2182:
2159:
2136:
2109:
2087:Use Occasion
2055:
1990:
1985:
1980:
1968:
1965:
1954:
1951:
1945:
1941:
1939:
1929:
1925:
1921:
1917:
1913:
1911:
1907:
1887:
1883:
1874:
1802:
1798:
1789:
1785:
1777:
1768:
1759:
1758:
1735:
1727:
1704:
1695:
1694:
1659:
1650:
1649:
1629:
1625:Brand recall
1624:
1619:
1610:
1609:
1575:
1551:
1545:
1539:
1533:
1527:
1521:
1516:
1512:
1508:
1504:
1500:
1496:
1491:
1487:
1483:
1479:
1476:
1456:
1452:
1450:
1439:
1435:
1432:
1416:
1396:
1392:
1388:
1375:
1370:
1368:
1359:
1345:
1335:
1334:
1329:
1328:
1315:
1311:
1310:
1305:Quadrant 1:
1304:
1303:
1292:
1243:
1234:
1230:
1214:
1208:
1205:
1187:
1180:
1173:
1166:
1159:
1153:
1147:
1141:
1132:
1126:
1087:
1048:
1009:
1000:
987:
959:
957:
937:
925:
921:
912:
891:
886:
882:Yellow Pages
881:
874:
869:Yellow Pages
868:
852:
848:
844:
840:
836:
833:
829:
812:
807:
803:
799:
795:
791:
789:
785:
770:
767:
754:/trade shows
750:
742:
734:
726:
718:
710:
702:
693:
685:
677:
664:
659:
653:
636:
632:
627:
624:
598:
594:
586:
579:
572:
564:
558:
552:
540:
529:
523:
517:
511:
506:
502:media buying
486:
479:
474:
473:
136:Segmentation
61:Distribution
55:Key concepts
29:
5753:Copley, P.
5513:Shimp, T.,
5334:Mohan, M.,
4644:(1): 7β20.
4359:Lehu, J-M,
4157:Advertising
4091:29 November
3729:advertising
3697:Ad tracking
3684:Copy points
3491:Storyboards
3370:Pre-testing
3349:Pre-testing
3028:New Zealand
2916:Bounce rate
2769:Readership:
2757:Print Media
2621:Out-of-home
2076:Brand Image
2022:Pre-emptive
1997:Comparative
1986:Description
1515:dvertising
1503:dvertising
1486:easurable,
1209:conversion.
1160:AIDAS Model
752:Exhibitions
720:Sponsorship
679:Advertising
601:advertising
229:Franchising
204:Advertising
171:Attribution
96:Co-creation
6593:Categories
5839:Media Math
5757:Sage, 2015
5542:, Online:
4994:pp 363β364
4980:: 510β524.
4691:: 673β675.
4009:References
3695:See also:
3645:Associated
3603:See also:
3568:See also:
3549:See also:
3510:See also:
3430:Storyboard
3428:See also:
3335:See also:
3304:Continuity
3221:$ 128,000
3205:$ 152,000
3189:$ 140,000
3173:$ 215,000
3163:Family Guy
3157:$ 435,000
3017:Malaysia**
2947:Television
2801:channels).
2707:See also:
2454:Short life
2430:Newspapers
2402:Short life
2333:Television
2313:Advantages
2272:dispersion
2256:See also:
2169:See also:
2121:Mass media
2119:See also:
2066:User Image
1467:See also:
1336:Quadrant 4
1330:Quadrant 3
1312:Quadrant 2
970:See also:
660:multiplier
470:consumers.
387:Web banner
274:Propaganda
81:Activation
45:Management
6505:142853297
6190:0013-0389
6157:0017-8012
5957:Marketing
4666:143298861
4620:220594674
4078:144801150
3652:Read most
3499:Animatics
3459:Rough art
3310:Flighting
2953:Australia
2874:different
2828:different
2669:Immediacy
2508:Expensive
2484:Magazines
2208:Frequency
2125:New media
2033:Hyperbole
1969:soft-sell
1813:Industry
1507:oals for
1482:pecific,
1262:Thinking
1010:Awareness
481:Marketers
347:New media
279:Publicity
131:Promotion
116:Dominance
36:Marketing
6432:(Online)
6073:Archived
5637:Archived
5547:Archived
5490:Archived
5052:22547658
4658:20460766
4503:Archived
4484:Archived
4465:Archived
4446:Archived
4415:Archived
4396:Archived
4377:Archived
4323:Archived
4232:Archived
4215:Archived
3745:See also
3704:wear-out
3691:Tracking
3664:elicit:
3424:Mock-ups
3298:Blitzing
3259:Jay Leno
3227:Jay Leno
3195:Survivor
3118:Network
3031:Radio NZ
2744:sampling
1791:method.
1511:easured
1499:efining
1265:Feeling
1049:Interest
404:Research
259:Premiums
214:Branding
141:Strategy
6195:4 April
6162:4 April
5060:2372451
3989:Al Ries
3723:Careers
3316:Pulsing
3245:Notes:
3046:Nielsen
3006:Ireland
2985:Numeris
2979:Numeris
2964:Britain
2937:Country
2694:Clutter
2580:Transit
2460:Clutter
2363:Clutter
2242:3+ Rule
2098:Generic
1667:Unaware
878:utility
76:Service
66:Pricing
6574:AdWeek
6503:
6428:
6391:
6188:
6155:
6057:AdAge,
6031:AdAge,
5845:
5807:
5737:
5660:
5616:
5469:
5371:
5305:
5281:
5089:, 1996
5058:
5050:
4951:
4664:
4656:
4618:
4272:AdWeek
4076:
4032:
3066:Notes:
2975:Canada
2959:OZTAM
2792:Rating
2727:, and
2645:Static
2628:etc.)
2530:Cinema
2308:Medium
2177:, and
1469:DAGMAR
1221:funnel
1181:DAGMAR
1127:Action
1088:Desire
991:DAGMAR
972:DAGMAR
599:While
264:Prizes
126:Ethics
71:Retail
6501:S2CID
6468:AdAge
5056:S2CID
4662:S2CID
4654:JSTOR
4616:S2CID
4544:90β97
4306:(PDF)
4253:AdAge
4085:(PDF)
4074:S2CID
4054:(PDF)
3638:Noted
3467:Comps
2992:India
2942:Radio
2895:(CTR)
2832:reach
2385:Radio
2202:Reach
2011:(USP)
1856:11.9
1848:11.9
1845:Food
1840:13.7
1832:14.2
1824:18.7
1371:audit
1316:Vogue
573:paid
234:Label
6580:>
6546:>
6426:ISBN
6389:ISBN
6197:2024
6186:ISSN
6164:2024
6153:ISSN
5843:ISBN
5805:ISBN
5735:ISBN
5658:ISBN
5614:ISBN
5467:ISBN
5430:>
5369:ISBN
5303:ISBN
5279:ISBN
5048:PMID
4949:ISBN
4093:2016
4030:ISBN
3682:(c)
3675:(b)
3668:(a)
3650:(3)
3643:(2)
3636:(1)
3553:and
3232:NBC
3215:NBC
3199:CBS
3183:ABC
3167:Fox
3151:NBC
3135:Fox
2260:and
2123:and
1991:Uses
1864:0.2
1471:and
1347:and
995:AIDA
993:and
976:AIDA
974:and
851:and
697:(PR)
654:The
6493:doi
5801:494
5606:doi
5459:doi
5040:doi
4790:doi
4646:doi
4608:doi
4286:CMO
4066:doi
3591:An
3229:**
6595::
6499:.
6487:.
6180:.
6151:.
6147:.
5935:^
5803:.
5612:.
5465:.
5054:.
5046:.
5036:23
5034:.
4978:12
4976:.
4972:.
4935:^
4893:^
4786:51
4784:.
4689:11
4687:.
4683:.
4660:.
4652:.
4642:36
4640:.
4628:^
4614:.
4604:63
4602:.
4557:.
4270:.
4251:.
4213:.
4209:.
4072:.
4062:31
4060:.
4056:.
3132:*
2987:*
2723:,
2719:,
2715:,
2711:,
2587:)
2173:,
1928:,
1924:,
1920:,
1916:,
946:ad
929:ad
927:(A
903:ad
901:(A
889:.
855:.
847:,
843:,
839:,
775:.
504:.
492:,
6507:.
6495::
6489:5
6397:.
6199:.
6166:.
5851:.
5813:.
5743:.
5666:.
5622:.
5608::
5475:.
5461::
5377:.
5311:.
5285:.
5062:.
5042::
4957:.
4796:.
4792::
4668:.
4648::
4622:.
4610::
4308:.
4274:.
4255:.
4095:.
4068::
4038:.
2981:*
2834:.
2624:(
2583:(
1517:R
1513:A
1509:M
1505:G
1501:A
1497:D
1495:(
1492:T
1488:A
1484:M
1480:S
1192:b
1107:β
1068:β
1029:β
950:b
933:b
907:b
589:.
454:e
447:t
440:v
20:)
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