how do media work?
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How Do Media Work?Chapter 9
“If you don’t know where you are going, any road will get you there”
Mark Kennedy and Jocelyn Finley
ARF Response ModelEmphasized that media comparisons must be
made on the basis of “apples to apples” Aka: can’t compare newspaper circulation to
broadcast coverage
Revised in 2000s to include new levels of paid media performance and to consider new media types, esp. online media
Vehicle Distribution
Vehicle Exposure
Advertising Exposure
Advertising Attentiveness
Advertising Communication
Advertising Persuasion
Advertising Response
Sales Response
Effective ReachPercentage of a target audience that is exposed
to a specific ad over a particular time frame enough to effect the purchase of product or service
Attempts to forecast the most effective advertising frequency: the number of ad exposures needed to achieve a brand/company’s goals
Recency Objective: to reach the maximum audience each
week just prior to any planned purchase in the product category
Example: goal to reach 90% of buyers each week for 52 weeks with minimizing weekly frequency
Share of VoiceThe brand’s percentage, or share, of total
advertising or communications messages in your primary business category and geographic marketing area and time frame
Determined by the size of your budget compared to the collective ad budgets of your competitors
Purchase FunnelDiagnostic model that tracks the consumer
decision-making process
Involves periodic measurements for each level’s objectives
Out of date?
Purchase Funnelhttp://mashable.com/2013/01/16/mobile-app-re
venue/
http://www.mediapost.com/publications/article/177309/the-death-of-the-purchase-funnel.html#axzz2IRJFepSc
EngagementScale indicating the degree to which a
consumer is likely to or has internalized a communication
Advertising engagement, Media engagement
The Simmon’s Study of Metrics
Peacock, Purvis, Hazlett journal article