Media FAQs: Effectiveness

 

Ideally for both marketers and consumers, advertising communications would only reach their target audience at a time when receptivity is at its highest. In reality, however, targeting - or focusing o ...

The term 'ROI' can mean a multitude of things in an advertising and marketing context, and in a sense this is necessary depending on what exactly it is that brand owners want to measure. Some brands c ...

Most data on newspaper readership offer measures of how many people see a given publication, but do not provide information on factors such as the size of an ad, and the impact this can have on consum ...

Word of mouth (WOM), basically defined, can spread marketing and advertising messages at a rapid speed, and in a unique way, whether it takes the form of personal interaction or media coverage of a pr ...

Establishing how much marketers need to advertise is integral to any campaign, both in setting budgets and achieving the desired results of brand communications. It is complicated by the need to work ...

Consumers in the US and UK see an ever-increasing amount of advertising on a daily basis on television, the radio and in a variety of other media. TV and radio are said to have the advantage over medi ...

Ever since the video recorder came into widespread use, viewers have been able to increase their control over schedulers. This has been further enhanced by the development of PVRs, which empowers them ...

This paper discusses the differences and relationship between media stunts (essentially one-off actions to make people sit up and take notice) and what is known as 'ambient' or 'alternative' media (th ...

This paper looks at the various approaches of measuring online and internet advertising, its difference from tradition media and whether metrics such as reach and frequency are sufficient. It notes th ...

This paper discusses the various ways that have been used over the years to measure the impact advertising has on consumers, ranging from tracking peoples' awareness and/or recognition of advertising ...

Although not new, Word of Mouth (WOM) has been boosted to a new level by the internet, and the countless websites that enable people to read, discuss and contribute product reviews. The problem for m ...

This paper discusses the 'click-thu', the primary way that users interact with the worldwide web mainly through moving and clicking their mouse. Since clicking represents a conscious decision to view ...

Before the internet, 'response' media comprised vehicles like print advertising with coupons, television commercials with a dedicated line to ring, direct mail and doordrops. Now with email as well as ...

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work. Mass media ...

In this paper, ZenithOptimedia's Andrew Green assesses the effectiveness of long-term advertising in the printed media. While newspapers and magazines have increased and diversified their content in a ...

This paper outlines the relationship between brand awareness and sales. Given the growing importance of ROI in modern marketing, increased brand awareness is often linked to increased sales, but in re ...

This paper details the various different factors which can influence the effectiveness of print advertising. Design, content and placement, among others, are of central importance, as is the type of p ...

This paper highlights the importance of the often overlooked medium of radio advertising. Traditionally, radio ads have been seen as less effective than their television, print and online equivalents, ...

This paper examines the issues surrounding the effectiveness of magazine advertising. As the market has grown and fragmented, and publications have begun to increase in size, it has become increasingl ...

This paper asks whether the recent trend among advertisers towards favouring shorter television commercials is a sensible one, or if longer advertisements do in fact yield better product recall. While ...

This paper discusses the issue of whether advertising during a television programme that attracts high ratings will be more effective than one which achieves low ratings. Other factors such as the day ...

This paper details the arguments for and against transferring part of a television advertising budget to printed media. Research, communications and sales arguments are all addressed in order to asses ...

This paper assesses the extent to which the effectiveness of television advertising is shaped by the nature of the commercial break itself. The factors considered include the importance of the other c ...

This paper looks at the question of whether advertising during a television programme that commands a high level of viewer attention is more effective than when the same ad is screened during a progra ...