Abstract
The paper discusses the traditional approaches to measuring advertising and media effectiveness as opposed to digitally based metrics. The paper demonstrates how digital metrics are revolutionizing the world of advertising and media effectiveness. 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 Measuring Advertising and Media Effectiveness
Digital Metrics of Advertising and Media Effectiveness
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."

Tags:Internet, techniques, evaluation, technology

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."

Tags:marketing, interactive, advertising, broadcasts

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
This paper proposes a longitudinal study to analyze the degree to which media advertisements affect pre-teens, teenagers and young adults. This paper provides details about the proposed study, which, over a course of several years, asks 225 seventh graders to complete a questionnaire that concentrates on the amount of exposure the individual has to advertising, and how they perceive the images they see. The paper explains that the same group of students will complete the questionnaire every year at the same time up through their last year at an institution of higher education, making the age range for this study approximately 12 to 22. The paper concludes that, ultimately, the questionnaire will measure how influential advertisements are in causing each individual's self perception and view of marketing tactics to alter over a course of several years.

Outline:
Method
Participants
Design
Procedure
Results
Discussion
References

From the Paper
"Each participant will be given a questionnaire to complete during the beginning of his/her seventh grade year. It will be given in a classroom setting in groups of 25, with each participant seated at his/her own desk. One hour will be allotted for completion of the questionnaire. The questionnaire will focus on how much media advertisement exposure each individual has and the perception that each individual develops toward the "ideal" within American society as a result of the exposure. It will measure many factors, including whether there is a significant amount of students that believe most people do or should look like the celebrities and models used for advertising, thus making it possible to discover a false consensus effect based on actual percentages of Americans who look like celebrities and models. In addition, the questionnaire will explore the effect of how influential certain ads are in appearing truthful and realistic in terms of product reliability. After a year, the students will complete the same questionnaire in the same setting and for the following years afterwards until they have completed their final year of higher education. They will take it again in order to obtain several separate sets of results from the same group of people."

Tags:self, perception, marketing, tactics, television, internet, magazines, billboard, commercial

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."

Tags:consumer, newspapers, computer, media

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
In this article, the writer discusses that print media has a great influence on the policy making process because it is the link between those that make policies and the beneficiaries of those policies, namely the general public. The writer notes that the media, printed media included, plays a very important role in American society. Its main role is that of informing the public, and for this alone it has the power to reach as many as possible. The writer points out that print media, unlike other types of media, is consumed by those interested in the issues revealed by a specific publication. Those that follow political print media are clearly individuals that are interested in the issues raised and so political information and investigations reach an interested public. The writer concludes that the media is not entirely fair or just and it sometimes fails to cover both sides of a story, thus taking advantage of its power. Even considering these disadvantages, one can conclude that the media has a great influence in politics and policy-making.

From the Paper
"Print media, because of its daily or periodic reporting, has the ability to bring to the public attention all types of political issues, even exposing some problems and be the first to draw attention on a specific topic. This kind of power of influencing policy making and even dictating what subject must be discussed in political circles makes print media the most powerful organism in a state. Print media draws attention on a subject that attracts public interest and because of the public interest generated by a media story, politicians are forced to consider the subject and even create their policies around the interest shown by the media public. Considering that we are all media consumers, political issues reach every one of us and so we are aware of what is going on at the highest political level."

Tags:journalism, policies, influence, power

Abstract
This paper discusses how images presented in the media provide unrealistic expectations of women. The paper further discusses how young women continue to rely on the media for advice and direction regarding their own sense of self-worth and beauty.

Outline:
Introduction
Thesis
Feminist Theory
Theme History
Conclusion

From the Paper
"Part of the media's power lies in its ability to influence self-perceptions of physical attractiveness particularly among women. Women are consistently bombarded with images considered "beautiful" by media standards. This may include images that in real life may be underweight or malnourished. What many women fail to consider when reviewing images portrayed by the media is that most of the women presented have been plucked, puckered, air brushed and more to appear more "perfect." On reviewing these women in real life many women would find they actually look no different than many of the women presented on television, except perhaps they may be at a healthier weight.
Women's attitudes toward their body and self-esteem are also influenced by their culture. The more value their culture has on meeting the standards established by the media, the more likely a young women is to succumb to false images of what is or is not considered beautiful in the eyes of the media."

Tags:acceptance, culture, beauty, disorder

Abstract
In this paper, the film "Slumdog Millionaire", released in the United States in 2009, is drawn on in order to analyze the effects of mass media content to the individual and society. The paper applies two conflicting theories to this analysis, social learning theory and desensitization theory. According to the author, both desensitization and social learning based on this film could have a negative affect on the audience and society as a whole.

From the Paper
"Bandura explained that reinforcement or motivation, the fourth component, is necessary for modeling or imitation to occur. According to the Social Learning Theory, when these conditions are met, an individual would most likely know how to imitate the model of the behavior. However, an individual may also choose not to imitate the socially learned behavior. Social Learning Theory hypothesizes that an individual "can acquire lasting attitudes, emotional reactions, and behavioral proclivities toward persons, places or things that have been associated with modeled emotional experiences" (O'Rorke, 2006). O'Rorke (2006) said that "the potential danger of heavy consumption of television is the exposure to this symbolic world may make the televised images appear to the authentic state of human affairs." And in the absence of someone to explain and distinguish reality from fiction, an individual might imitate the modeled behavior seen on any media content."

Tags:violence poverty India television, social learning theory, desensitization theory

Abstract
This paper takes a look at research that found that the media may play a significant role in creating the phenomenon which may be responsible for causing people especially homosexual men and heterosexual women to suffer from eating disorders. The author highlights an Eating Attitude test done in Nadroga, Fiji where adolescent girls recorded a higher score after 3 years of exposure to television and also another study that proves that homosexual males are more likely to suffer from eating disorders than heterosexual men. Flaws in the research included in this paper are documented as well.

From the Paper
" While images of perfection in the media have obviously contributed to an increased obsession with body size and susceptibility for developing eating disorders, there has to be a lot more to do with it than just that. Everywhere a person goes it is ingrained in their minds that a thin body will give them the type of life they want to live; however, it's not just the media that contributed to this. From early on children are taught by society that looks matter. People have no problem telling a small child how cute they are; it is then ingrained in the child's how important looks are to society. When one really thinks about it, a child is almost rewarded for being attractive. The question is why looks and dieting matter so much to heterosexual females and homosexual males that they will go to such desperate lengths."

Tags:mass communication, women homosexuals, body image