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3 key intermediate advertising effects
Experience, affect, and cognition.
*The omission of one can lead to the overestimation of the effect of the others
Is the concept of a space of intermediate effects supported?
Yes, but a hierarchy (sequence) is not.
Media planning is...
the process of selecting media time and space to disseminate advertising messages in order to accomplish marketing objectives
any planned and unplanned form of exposure to and interaction with a product or service
unplanned brand contact
word of mouth, can be more influential and less suspicious than planned brand contact
4 steps to media planning
1: set media objectives in light of marketing and ad. objectives
2: develop media strategy
3: design tactics for realizing strategy
4: evaluate the plan's effectiveness
people whom the media plans to influence through brand contact, can be primary or secondary
sets objective total # of people exposed to media plan
1: percentage 50= 50%
2: measures audience acc. over time
3: doesn't double count
Gross Rating Points (GRP)
if 42% of US TV households are watching, a commercial running once has a GRP of 42, twice, 84, etc.
how many exposures different people experience, how many people will see the ad once, twice, etc.
identifying and satisfying customer needs profitably. Profitable for you, profitable for them
The Sales Cycle:
Prospecting, qualifying, needs analysis, presentation, answering objections, closing, relationship management
well-planned statement, pique interest, connect w/their interests... recap challenges addressed and state the purpose of the call
Types of media research
media effects: violence, gender & ethnic stereotyping, advertising and influence, children's issues
numbers by demographic, psychographic, social purchase patterns, Values and Lifestyles studies (VALS)
the amount of error that may be attributed to sampling, expressed as a percentage... < or >
typically .05, which means that 95 times out of 100, the true "rating" for the total population will fall within the margin of standard error
Nielsen- a week's worth of viewing by household, Arbitron- continuous measurement (44 weeks)
Desired outcomes for TV & Radio
TV: audience flow (show loyalty) and news supremacy. Radio: total audience (cume) and time spent listening (AQH)
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