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Author: Stephen Ramocki
Publisher:
ISBN:
Category : Advertising, Point-of-sale
Languages : en
Pages : 26
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Book Description
This paper presents a methodology which is concerned with optimal media selections in view of maximizing sales likelihood. This determination of ideal media combinations is derived from a "probability of purchase model" which divulges the most potent media for a particular product (or product group) as well as yielding a probability of purchase likelihood, given that the mesage in the selected media is witnessed by a potential consumer. Additionally, as an added feature of the model, the degree of market penetration of the advertising message itself is directly obtainable. The approach should be especially useful to advertising researchers, as well as to advertisers with available resources to construct such a model.
Author: Stephen Ramocki
Publisher:
ISBN:
Category : Advertising, Point-of-sale
Languages : en
Pages : 26
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Book Description
This paper presents a methodology which is concerned with optimal media selections in view of maximizing sales likelihood. This determination of ideal media combinations is derived from a "probability of purchase model" which divulges the most potent media for a particular product (or product group) as well as yielding a probability of purchase likelihood, given that the mesage in the selected media is witnessed by a potential consumer. Additionally, as an added feature of the model, the degree of market penetration of the advertising message itself is directly obtainable. The approach should be especially useful to advertising researchers, as well as to advertisers with available resources to construct such a model.
Author: William D. Wells
Publisher: Psychology Press
ISBN: 1317779517
Category : Business & Economics
Languages : en
Pages : 419
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Book Description
This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134756984
Category : Business & Economics
Languages : en
Pages : 359
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Book Description
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Richard Skiba
Publisher: After Midnight Publishing
ISBN: 176369643X
Category : Business & Economics
Languages : en
Pages : 271
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Book Description
Whether you're managing a direct marketing campaign, overseeing a media strategy, or new to advertising and marketing, this book provides practical insights and methodologies to help you develop a robust advertising media plan within a set budget. It offers an in-depth exploration of the essential skills and knowledge needed to craft a successful media plan, covering everything from defining advertising requirements to selecting media vehicles and scheduling campaigns. The book guides you through the process of identifying target audience characteristics, analysing advertising briefs, and creating comprehensive consumer profiles to tailor your media strategy effectively. It also explores market factors and their influence on media selection, ensuring your reach and frequency align with campaign goals. Creative requirements and their media implications are thoroughly examined, helping you design campaigns that resonate with your audience. Key areas such as media merchandising, budgeting, and evaluating media vehicles are also addressed. The book provides strategies for assessing the merits of various media options and testing new vehicles against proven ones, ensuring optimal choices for your campaign. Emphasizing the importance of aligning media selection and scheduling with your target audience and budgetary constraints, the book also offers guidance on legal and ethical compliance. It covers the development of media schedules that meet advertiser requirements and the refinement of media plans based on results. This book is an essential resource for media planners, advertising managers, and direct marketers looking to enhance their media strategies and achieve optimal results within budget constraints.
Author: Hubert Gatignon
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 604
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Book Description
Author: William D. Wells
Publisher: Psychology Press
ISBN: 1317779509
Category : Business & Economics
Languages : en
Pages : 424
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Book Description
This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Author: Ayman Farahat
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
A goal of measuring the effectiveness of online advertising is to predict the impact of advertising on the users perception of the advertised brand. Historically these models have been parameterized using survey data only and the bias inherent in such surveys is discussed in isolation. In this paper we examine the impact of selection/survey bias on the estimation of Ad effectiveness for two products using a censored bivariate Probit model. We find that survey completion reveals substantive differences in brand response. Put another way, a significant correlation exists between the unobserved heterogeneity in the survey model and the error term in response model. For one product, we conclude that factors that make it more likely to complete the survey make it less likely to recall the ad. Consideration of selection bias has the following impacts: standard deviation of predicted outcome widens to reflect a more diverse/general population; the impact of variables such as product ownership and gender are reduced; and, most importantly, recall of general population is estimated to be greater than measured recall of self selected participants. For the other product, we conclude that factors that make it more likely to complete the survey make it more likely to consider purchasing the product. Consideration of selection bias has the following impacts: the observed purchase consideration on self selected sample overestimates the population purchase consideration; and while the treatment is effective in influencing purchase consideration among general population its impact is less than the measured impact on self selected population.
Author: Bikramjit Rishi
Publisher: Routledge
ISBN: 1317193989
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.
Author: James C. Holly
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
