Abstract The paper discusses the traditional approaches to measuringadvertising and mediaeffectiveness as opposed to digitally based metrics. The paper demonstrates how digital metrics are revolutionizing the world of advertising and mediaeffectiveness. The paper concludes that the growth of the Internet and the fragmentation of markets is setting the perfect situation for digital metrics to continually grow.
Outline:
Executive Summary
Traditional Approaches to MeasuringAdvertising and MediaEffectiveness Digital Metrics of Advertising and MediaEffectiveness Summary and Conclusions
From the Paper "Anchored in a series of methodologies that were originally created for the purpose of evaluating social science, the traditional approaches to measuring advertising and media effectiveness began with a series of research designs that were organized by their ability to either prove or disprove a null and alterative hypothesis of viewer behavior. Methodologies looked to isolate the influence of advertising and media exposures and prolonged approaches from companies looking to educate consumers. This has not changed, in the more digitally oriented approaches to evaluating advertising and media effectiveness, yet the measurement techniques and tools have."
Abstract In this article, the writer discusses that with advertising costs accounting for a large portion of a marketer's budget, justifying these costs and measuring their impact is becoming increasingly important. The writer maintains that it is crucial not only to identify a particular ad that is not working but also to determine methods for improving and optimizing existing advertisements. The writer further points out that since it is often difficult to tie a sale to a particular advertisement, measuring the success of a campaign relies on other research methods to uncover the communication effects, including brand recognition and consumers' intention to purchase a product. Additionally, the writer notes that in order to effectivelymeasure an advertisement's effectiveness, a marketer should employ three types of research: developmental, concurrent, post-testing.
From the Paper "Especially in a cluttered ad environment, it is crucial for an advertisement to be eye-catching and attractive to grab a consumer's attention. Concept testing is an effective method for uncovering advertisements with the most potential to stand out among competitors' communications."
"Unlike message strategy research and concept testing, which analyze various concepts of an advertisement to expose the preferred version, pre-testing assesses the strength of the finished message and predicts how well it will perform. Popular methodologies of pre-testing include portfolio tests, jury tests and theater tests. Portfolio tests are used to test variations in advertisement copy by packaging them together and asking target consumers for insight to their preferences."
Abstract The writer of this paper details the symptoms as well as the media's contribution to body dysmorphic disorder, also known as distorted body image. Body dysmorphic disorder has become a tremendous problem in today's society due to the barrage of negative messages sent to women by the media. This paper discusses the effect of the media, in all its forms - television, radio, print advertising, internet, etc., which has an enormous influence on what people deem as attractive in today's society. The unnecessary emphasis the media places on appearance tends to adversely affect the mental and physical health of those it comes in contact with. Body dysmorphic disorder can lead to damaged self-esteem, depression, and eating disorders such as anorexia and bulimia. This paper details the manner in which advertisers place heavy emphasis on physical appearance as a means of selling products. Too often in doing so, unnecessary pressure is placed on women to conform to unrealistic and oftentimes, unhealthy standards of beauty.
From the Paper "Women want someone they can relate to. The Body Shop, a supplier of natural beauty products, offered a much-needed change from the typical message provided by advertisers; "There are three billion women who don't look like supermodels, and only eight who do. The Australian magazine New Woman included a picture of a heavy-set model on its cover recently. This action produced a lot of positive comments from the magazine's female readers. Despite this fact, advertisers threatened to pull their sponsorship. This shows that advertisers know what they are doing when they include a woman whose body is unattainable to society at large."
Abstract This paper reviews how media will continue to change and evolve as it responds to advertising and marketing needs in the future. It looks at the impact of the 21st century upon clients and the advertising agencies themselves and then discusses what all of this means for various traditional advertising tools, such as newspapers and magazines. The paper particularly focuses on the role of the Internet in the future of advertising and media.
From the Paper "Technology will also evolve in much the same dynamic fashion as all of the other elements of twenty-first century marketing and advertising. Several of these technological possibilities - such as VOIP technology integrated with e-commerce managers or new holistic software packages that facilitate immediate response to purchasing patterns - have been previously touched upon and need not be returned to here. However, other technological advances could include interactive or virtual reality technology for geographically-distant consumers eager to "test-drive" a new product. Likewise, an advertising agency might give its sales staff palm-pilots equipped with features that provide them with instantaneous information about a client's questions or concerns simply by aggregating data about that client's purchasing patterns and demographic characteristics. In any case, the next five years or so are likely to see startling advances in all of these areas as the once-elusive goal of instantaneous information transfer and synthesis is worked towards steadily."
Abstract Explore the issues surrounding the controversial use of DTC advertising by drug manufacturers. The paper investigates the causes and effects of this new marketing phenomenon in an effort to determine what makes DTC advertising so effective in our society.
From the Paper "The pharmaceutical industry has always relied on marketing and advertising to move drugs from manufacturers? laboratories to consumers? medicine cabinets. From 1938, with passage of the Food, Drug and Cosmetic Act, until the mid 1980s, the industry focused its efforts almost entirely on physicians. Accurately recognizing physicians as their principal customer, drug manufacturers deployed large armies of sales representatives who marched into physicians? offices carrying promotional materials, drug samples, coffee mugs, calendars, "continuing education" dinner invitations and baseball tickets. "
Tags: journalism, magazine, media, television, medicine
Abstract The effects of media are often the scapegoat for a lot of society's problems and teen smoking is no exception. Many people believe that the media is solely to blame for the rise in teen smokers in the U.S. However, there are more determinant factors at work here. This paper explores the causes of teen smoking and provides arguments against the current mediaeffects theories circulating at the moment. It shows that the media is only a vehicle for the tobacco companies to use in promoting their brands to the general public. It shows too that the major influences that determine whether an adolescent will start smoking involve the quality of their relationship with their parents, their peer group dynamic, and the state of their emotional health. The author surmises that only in addressing the problems that may exist in these areas can society properly address the problem of teen smoking.
From the Paper "As an example of the impact advertising has on the teenaged population, another research study discovered that 12- and 13-year-olds residing in Massachusetts who had seen an anti-smoking television commercial were half as likely to take up smoking compared to those who hadn't seen the anti-smoking ad. Interestingly enough, older teenagers did not appear to be affected by the same ads. This is probably due to the fact that older adolescents possess stronger opinions about certain subjects and so cannot be easily swayed or their addiction to tobacco is already entrenched which would nullify the effects of the anti-smoking campaign on them. While the impact of media on young impressionable minds cannot be ignored, it is not the only factor that compels some teenagers to start smoking. Various other factors, which are a bigger determinant, are also at work."
This paper reviews and analyzes the article "Sex, Lies & Advertising" written by author and feminist Gloria Steinem which focuses on the impact of advertisers in the media.
Abstract This paper discusses Steinem's article in which the author and feminist gives a detailed account of how advertising dollars dictate the ads as well as the editorial content in "Ms. Magazine." This paper discusses the actions taken by advertisers such as Revlon and Clairol when their demands regarding editorial content aimed at promoting their products were not met. One example in Steinem's article cited that Clairol withdrew its advertising support after "Ms. Magazine" published an article on the hazards of carcinogens in hair dyes. This paper analyzes how diversity in the field of advertising is seen as a direct threat to reaching a primarily white audience. This paper also examines Steinem's regret in using her publication to sell products that may not be in the best interest of women by citing the financial necessity in doing so.
From the Paper "Does consumer power really drive what types of ads are run in magazines? According to Steinem, this is not necessarily the case. Although her magazine had presented ample evidence to advertisers that women are decision makers in purchases involving automobiles, consumer electronics such as sound equipment, VCS, and computers and office equipment, the publication had a really hard time obtaining advertisements for these types of products. One of the reasons given is that the advertising industry lags consumer reality. Where women may once have turned to their significant others to help them make their decisions, they now increasingly rely on their own judgment. But, the old perceptions remain ingrained in advertising executives. And, Stinem states that acceptance of products by women is viewed as a threat to the perceptions of the products by males."
Tags: women, advertising, media, ms., magazine, feminism, ethics, finance, business
Abstract This essay examines the importance of advertising in today's society and analyses the representation of gender, race and class in today's advertising. The essay argues that gender and racial inequality and stereotyping are very much present in today's advertising and furthermore that this serves advertising needs. It also argues that advertising, combined with technology is a powerful tool in maintaining consumerist culture and that many corporations depend heavily on advertising for profit. Advertising is sophisticated, very well thought through and everywhere. It directly impacts our choices and often mirrors society.
Abstract This eight-page senior level research paper examines whether advertisements are effective in persuading consumers to buy products or services. The author also discusses whether a certain type of people are more susceptible to ads than others.
This paper explores the growing influence of alternative media sources, such as the internet, as well as its effects on various protest movements and groups.
Abstract The writer of this paper examines the recent growth in various alternative media sources which are grabbing more and more viewers away from the usual televised and print media into more locally controlled information sources. This paper details how various activist websites have utilized the world wide web to further their respective causes in innovative ways. For example: MoveOn.org organized a "Virtual March on Washington" where over 400,000 people signed up to flood the offices of the White House and Congress with a barrage of telephone calls and e-mails with support for a peaceful resolution to the war in Iraq. The writer contends that mainstream media tends to frame issues narrowly and in simplistic terms to avoid any real popular momentum whereas on various websites there are virtually no limits as to what can or can not be stated. With its lack of governmental oversight and unlimited bandwidth, cyberspace is finding itself, more often the first choice of those who want fast, reliable information.
From the Paper "The true power, however, of this young medium was displayed in all its might on February 16, 2003, when "people with an astonishing variety of backgrounds and viewpoints" came out to "the biggest anti-war demonstrations ever held... worldwide." Religious organizations, race rights groups, environmentalists, anti-globalists, and others came together like a collective of Venn diagrams, independent but connecting in parts to move toward a common cause. The set up was fascinating because there was no "leader", no single set of beliefs holding these protestors together. From an organizing standpoint this type of setup has some positives and negatives. Since there is no central leadership it becomes a beast with many heads, very difficult to kill. Also, since it's arranged on the local level, the individual groups can spend time gathering up just their core constitutes by focusing on their specific agenda."
Tags:media, technology, communication, internet, information
Abstract The paper emphasizes how the role played by the media in sports marketing is one that cannot be undervalued or under-estimated. The paper explains that media roles include advertising products and services for companies who 'sponsor' sports teams or sports celebrities through buying advertising time on the air. The paper discusses how the advent of interactive media has changed the shape of today's sports marketing initiatives and has produced a need to reconsider how the effects and effectiveness of marketing communications are measured. The paper is of the opinion that further study is needed in this area of media sports marketing.
Outline:
Introduction
Importance of Research
Literature Review
Summary and Conclusion
Recommendations of This Study
From the Paper "According to The 2006 Sports Marketing Handbook the reason that there is so much in terms of money invested in sports programming is because sporting events, and specifically major sporting events: "brings networks stronger affiliates and crates an ideal platform to promote prime-time shows along with the added opportunity to fill many hours of the broadcast week with practical entertainment." (The 2006 Sports Marketing Handbook, 2005).
"Fox reported 133.7 million viewers turning to the channel that the game was playing on during Super Bowl XXXIX, which provided FOX with the largest viewing audience ever. However this total fell 2.5 million short of CBS's 35.7 million in 2004."
Abstract In this article, the writer notes that before the advent of the computer and the Internet, advertising and promotions were measured in terms of leads, calls, print media ads on newspapers and magazines and airtime coverage on television and the radio. The writer discusses that in spite of the popularity and familiarity of the newspaper and magazine in advertising and promotions, the Internet has become an indispensable tool in the current ad man or ad woman's marketing arsenal. The writer maintains that that Internet advertising is here to stay and it is there not to replace the print media but complement them. The writer concludes that Internet advertising is a partner in a total, multimedia campaign that assures maximum impact and effectiveness in reaching target audience.
From the Paper "Compared to magazines and newspapers wherein a spot could run at a limited time and space is also limited, Internet advertising can continuous and run for days or months on end at very little cost. Any class of consumer can access the Internet and see the ad or promotion unlike the limited consumer base of the print media. The force multiplier effect is one of the strongest factors of Internet advertising and increases sustainability and availability. It is so effective that several ad and promotions campaign firm, including technology shops have joined the bandwagon to promote their services using Internet advertising."
Abstract The paper discusses the Interactive Advertising Bureau. The paper explains that it is the only association dedicated to helping online advertising, interactive broadcasting, email, wireless and interactive television media companies increase their revenues. The paper covers ethics, trends, measurements of productivity and growth of on line or interactive advertising.
From the Paper "Since the beginning of online advertising, questions have been raised concerning its effectiveness, driven by concerns over return on investment. These questions challenge online advertising's role within a communication strategy and its use in campaigns intended to strengthen brand awareness. The mission of the Interactive Advertising Bureau IAB is to support the development of the interactive commercial markets. The primary goal of the IAB is to increase use of the Internet as an advertising vehicle."
Tags: Internet, Interactive advertising, the IAB, spam. ad growth, growth rate projections, meansurements of effectiveness, code of conduct
Abstract The paper discusses an article about how the American Academy of Pediatrics (AAP) wishes to ban or limit advertisements in schools for "junk food" and about how the Federal Trade Commission (FTC) is exploring how the media affects childhood obesity. The paper then looks at two articles that attempt to scientifically say that the "junk food" consumption of children is derived from how influenced children are by advertising. These studies also show how children are able to influence their parents to purchase food that they have seen advertised, known as 'pester power'. The paper concludes that there is an undeniable link between the advertising to which children are exposed and their eating habits.
Outline:
"Pediatricians Call for Less Advertising to Children"
"FTC Not Sweet on Junk-Food Ads Targeting Children"
"Children's Recall of Television Ad Elements"
"International Food Advertising, Pester Power and its Effects"
Conclusion
From the Paper "USA Today's article "Pediatricians call for less advertising to children" from last December reports that the American Academy of Pediatrics (AAP) wishes to lobby to ban or limit advertisements in schools for "junk food". Furthermore, the organization wants Congress to enact laws that would stop commercials for "junk food" during shows watched mostly by small children."
"The AAP is concerned about the increase in childhood obesity and its members believe that much of this is due to the prolific quantity of advertisements that target kids through their exposure to the internet, cell phones, video games, and schools. The article points to an alarming increase in advertising targeted at kids."
Tags: obesity, junk, food, television, commercials, media
Abstract Creating a culture of entertainment, advertisers are responsible for turning news into more of a commodity, enabling outlets to piggyback editorial content onto advertising sales through softer news relying more on celebrities, Hollywood blockbusters, food, and entertainment. This essay discusses in brief the effects of globalization on democracy in media in Canada.
From the Paper "As Lorimer and Gasher argue, the first and foremost target of globalization is the mass media, creating a so-called "new media" bowing more exclusively to profit motive. With fewer investigative reports dedicated to protecting the consumer and society, this new and increasingly commercial model is driven by "its own internal logic," which essentially requires it to be driven (as opposed to supported) by advertisers (Lorimer and Gasher 278)."
