Advertising management

2602: 2464: 812: 1327:: Low-involvement/ emotional purchases: In the final quadrant, consumers make low-involvement, relatively inexpensive purchases that make them feel good. Impulse purchases and convenience goods fall into this category. The purchase leads to feelings of satisfaction which, in turn, reinforces the purchase behavior. When this approach is the dominant purchase mode, advertising messages should "congratulate" customers on their purchase choice and the media strategy should be weighted towards options that reach customers when they are close to the point-of-purchase such as billboards, sales promotion and point-of-sale displays. Examples of this approach include "McDonald's – You Deserve a Break Today" and "L'Oreal- Because You're Worth It". 853: 1321:: Low-involvement/ rational purchases: The third quadrant represents routine low-involvement purchases evident for many packaged goods such as detergents, tissues and other consumable household items. Consumers make habitual purchases, and after consumption the benefit of using the brand is reinforced which ideally results in long-term brand loyalty (re-purchase). Given that this is a rational purchase, consumers need to be informed or reminded of the product's benefits. Advertising messages should encourage repeat purchasing and brand loyalty while media strategy should be weighted towards media that can deliver high frequency required for reminder campaigns such as TV, radio and sales promotion. 2119: 1432:

advertising messages and media strategies to reach different target audiences. For example, McDonald's Restaurants uses the anthropomorphic brand characters, Ronald McDonald and Hamburgler, in its advertising directed at children who are important brand-choice influencers. However, for adult target audience members, McDonald's uses messages that emphasise convenience and quality. Thus, the target audience for a given advertising message may comprise only a subset of the total market as defined in the marketing plan. Careful perusal of the marketing plan will assist marketers in the process of defining the optimal target audiences for specific advertising objectives.

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findings indicating that congruence between personality and the way a persuasive message is framed. That is, aligning the message framing with the recipient's personality profile may play an important role in ensuring the success of that message. In a recent experiment, five advertisements (each designed to target one of the five personality traits) were constructed for a single product. Findings suggest that advertisements were evaluated more positively when they aligned with participants' motives. Tailoring persuasive messages to the personality traits of the targeted audience can be an effective way of enhancing the message's impact.

1208:. Hierarchical models provide marketers and advertisers with basic insights about the nature of the target audience, the optimal message and media strategy indicated at different junctures throughout a product's life cycle. For new products, the main advertising objective should be to create awareness with a broad cross-section of the potential market as quickly as practical. When the desired levels of awareness have been attained, the promotional effort should shift to stimulating interest, desire or conviction. The number of potential purchasers decreases as the product moves through the natural sales cycle in an effect likened to a 535: 455: 776:

repetition. Advertising is especially useful for creating awareness, but personal channels come into play for the actual purchase. The "right" promotional mix should consider both message impact and message consistency. In addition, decision-makers need to recognise that consumers rely on different information sources at different stages of the purchase decision process. Therefore, advertising and other elements of the promotional campaign must be integrated to ensure that consumers receive the right messages via the right channels at the right time, depending on the consumer's readiness to buy.

1448:, the marketer advertises directly to consumers hoping that they will put pressure on retailers to stock the product or brand, thereby pulling it through the distribution channel. In a push strategy the promotional mix would consist of trade advertising and sales calls while the advertising media would normally be weighted towards trade magazines, exhibitions and trade shows while a pull strategy would make more extensive use consumer-oriented advertising and sales promotions while the media mix would be weighted towards mass-market media such as newspapers, magazines, television and radio. 2561: 636: 1286: 970: 2410: 2646: 551:

identified sponsor, and involves either mass communication viz newspapers, magazines, radio, television, and other media (e.g., billboards, bus stop signage) or direct to-consumer communication via direct mail". and "the element of the marketing communications mix that is non-personal, paid for by an identified sponsor, and disseminated through mass channels of communication to promote the adoption of goods, services, persons, or ideas." One of the shortest definitions is that advertising is "a paid, mass-mediated attempt to persuade".

1415: 3278: 3424: 1303:: High-involvement/ emotional purchases: In the second quadrant, audiences exhibit an emotional response to advertisements which transfers to products. This approach is used for products such as jewellery, expensive perfumes and designer fashion where consumers are emotionally involved in the purchase. When this mode of purchasing is evident, advertising should be designed to create a strong brand image and media should be selected to support the relevant image. For example, magazines such as 658: 3331:

evaluate whether advertising budgets are being well-spent and to assess whether the campaign requires improvement and, if necessary, to fine-tune campaigns in order to achieve the desired advertising effects. The main aim of effectiveness testing is to improve consumer response rates. Broadly, there are two classes of effectiveness testing: Tracking refers to a combination of both pre-testing and post-testing in order to provide continuous monitoring of advertising effects.

607: 3530:) is believed to provide a relatively precise measure of the amount of mental effort associated with a task. Pupil dilation tests became a staple of advertising copy testing during the 1970s as a way to test consumers' responses to television commercials. Pupil dilation suggests a stronger interest in the stimuli and can be associated with arousal and action. Pupil dilation is not only used to study advertising, but also used to investigate product and package design. 2233:. To this basic benchmark of three exposures, media planners recognise that to achieve higher-level communication goals, such as persuasion and lead generation, higher levels of frequency are required. To achieve simple brand awareness, three exposures may be sufficient, but for consumers to act on that awareness, higher levels of exposure may be required. Some theorists have developed sophisticated decision models to assist with planning optimal frequency levels. 3264: 768: 3439: 1188: 1379:

that a large number of consumers are aware of the brand and are favourably disposed towards it. Furthermore, consumers' purchase intentions may be dependent on other marketing activities such as access, price, the ability to trial the brand prior to final purchase and other marketing activities. It is unfair to hold marketing communications accountable for all sales when it is only one element in the total marketing effort.

2512: 2315: 1212:. Early in the campaign, the marketers should attempt to reach as many potential buyers as possible with high impact messages. Later in the cycle, and as the number of prospects becomes smaller, the marketer can employ more tightly targeted promotional activities such as personal selling, direct mail and email directed at those individuals or sub-segments more likely to exhibit a genuine interest in the product or brand. 750: 2735:– that is taking a representative sample of the population and recording their media usage which is then extrapolated to the general population. Media owners typically share research findings with prospective advertisers, while selected findings are available to the general public via the media research company or an entity, such as a broadcast commission, established to administer the audience research process. 3573: 3584:(EEG) is a device that measures changes in brain-wave activity. EEG testing can detect emotional arousal which is difficult to detect using alternative testing methods. Arousal is an indicator of the advertisement's ability to grab attention and engage the consumer in the message. EEG testing is a cumbersome and invasive testing method which militates against routine use in advertising testing. 2367: 2723:

and online media magazine or newspaper is a specialized form of market research, often conducted on behalf of media owners. In most nations, the advertising industry, via its peak industry associations, endorses a single media research company as the official provider of audience measurement for main media. The methodology used by the official provider then becomes known as the

619:. By definition, an in-house agency is "an advertising organization that is owned and operated by the corporation it serves". Its mission is to provide advertising services in support of its parent company's business and marketing objectives. Well-known brands that currently use in-house agencies include Google, Calvin Klein, Adobe, Dell, IBM, Kraft, Marriott and Wendy's. 951:. Empirical research in the pure affect sphere suggests that advertising messages do not need to be informative to be effective, however consumers must like the advertising execution for the message to be effective. In addition, ad liking and advertiser credibility, may be especially important for corporate image advertising (compared to product-related advertising). 1341:'myth' and advertising as 'myth-making' while other models seek to tap into the consumer's memories of pleasant consumption experiences (e.g. the MAC- Memory-Affect-Cognition model). Hierarchy-free models are of increasing interest to academics and practitioners because they are more customer-centric and allow for the possibility of consumer co-creation of value. 546:(AMA) defines advertising as "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas". The 2285:

30% Mags; 15% Digital and 5% Out-of-home). To make these decisions, the planner requires a detailed understanding of the target market and its media usage habits. Accordingly, the design of the media channel strategy requires a rich understanding of the media options and what each type of media can accomplish in terms of audience reach and engagement.

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advertising problems. In-house agencies deliver cost advantages, time efficiencies and afford marketers greater control over the advertising effort. In addition, personnel who work within an in-house agency gain considerable creative experience which stays within the company. Recent trends suggest that the number of in-house agencies is rising.

3695:. When audiences are repeatedly exposed to the same message, the level of attention begins to plateau and eventually decays. Any further repetitions may cease to be noticed or may alienate target audiences. When wear-out occurs, additional advertising expenditure is simply wasted. One way that advertisers avoid wear-out is to use 758:

treated as part of a total marketing communications program and that steps are taken to ensure that it is integrated with all other marketing communications, so that all communications messages speak with a 'single voice'. The process of ensuring message consistency across the entire marketing communications program is known as

2280:. The main advantage of a concentrated channel strategy is that the advertiser has the opportunity to achieve a high share-of- voice and can become the dominant advertiser in the selected channels. A dispersion approach allows the advertiser to reach a broader cross-section of the defined target market. 3620:

in the 1920s to evaluate the copy effectiveness of print advertisements and are still in use today. A consumer is shown a magazine page by page and subsequently asked whether they had noticed any part an advertisement. If they answer, 'Yes', the interviewer asks the respondent to indicate which parts

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While viewing an advertisement, a sensor aims a beam of infrared light at the eye and follows the movement to show the spot on which the viewer is focusing. This shows the length of time the viewer focuses on each element of the image and the general sequence used to interpret the image. Eye tracking

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For decades, researchers have been using physiological measures to study such responses to advertising. These measures include such things as pupil response, electrode mal response (GSR) and heart rate. These measures have been shown to be effective measures of attention and the strength of emotional

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A major consideration in constructing media schedules is timing. The advertiser's main is to place the advertisement as close as practical to the point where consumers make their purchase decision. For example, an advertiser who knows that a grocery buyer does a main shop on Saturday afternoons and a

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Using the percentage-of-sales method, the advertiser allocates a fixed percentage (say 5% or 10%) of forecast sales value to the advertising budget. This method is predicated on the assumption that advertising causes future sales volume. The percentage of sales method is the easiest method to use and

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As consumers move through the hierarchy of effects, they pass through both a cognitive processing stage and an affective processing stage before any action occurs. Thus, the hierarchy of effects models all include Cognition (C)- Affect (A)- Behaviour (B) as the core steps in the underlying behavioral

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In commercial organisations, advertising, along with other marketing communications activities, is the ultimate responsibility of the marketing department. Some companies outsource part or all of the work to specialists such as advertising agencies, creative design teams, web designers, media buyers,

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The aim of post-testing is to provide indicators of how well a given campaign is achieving the desired communications objectives, so that corrective action and fine-tuning can occur during the campaign as well as to evaluate the effectiveness of advertising expenditure in order to provide benchmarks

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Many advertisers opt to centralise their media buying through large media agencies such as Zenith or Optimedia. These large media agencies are able to exert market power through volume purchasing by buying up space for an entire year. Media agencies benefit advertisers by providing advertising units

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While it is certainly possible for advertisers to purchase advertising spots by dealing directly with media owners (e.g. newspapers, magazines or broadcast networks), in practice most media buying is purchased as part of broader negotiations. Prices depend on the advertiser's prior relationship with

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Although much of the audience research data is only available to subscribers and prospective advertisers, basic information is published for the general public, often as topline survey findings. The type and depth of freely available information varies across geographic markets. The following table

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Media audience research is a central feature of media planning. The main purpose of media research is "to eliminate waste in advertising by objectively analysing the media available for promoting products and services". Identifying and profiling the audience for print media, broadcast media, cinema

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With respect to frequency objectives, the planner must determine the optimal level of frequency in order to achieve the desired communications objective. Media planners often work with rules of thumb for setting frequency objectives that are based on an extensive body of evidence drawn from research

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The objective and task method is the most rational and defensible of all budgeting methods. In this method, the advertiser determines the advertising objectives and then defines specific, measurable communication tasks that will need to be undertaken to achieve the desired objectives. Cost estimates

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Hierarchical models are linear sequential models built on an assumption that consumers move through a series of cognitive and affective stages culminating in the purchase decision. The common theme among these models is that advertising operates as a stimulus and the purchase decision is a response.

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Studies have repeatedly demonstrated a clear association between advertising and sales response. Yet the exact process that leads from the consumer of being exposed to an advertising message through to a purchase or behavioral response is not entirely clear. Noting the difficulties in explaining how

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Marketers need to be aware of the strengths and weaknesses of each of the elements in the promotional mix in order to select the right blend for a given situation. For instance, public relations allows for high credibility message delivery with relatively low costs, while advertising permits message

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Ad tracking or campaign tracking refers to techniques used to monitor the "in-market performance" of advertising. Ad tracking uses a combination of pre-testing and post-testing. Pre-testing is used to establish benchmarks against which the actual performance of a campaign can be measured during and

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Galvanic skin response uses a device, called a galvanometer, which is very similar to a lie detector, designed to measure minute amounts of skin perspiration and electrical activity in the skin. Changes in skin response are associated with arousal and are an indicator of the advertisement's ability

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Researchers often use mock-ups of the final creative with varying degrees of finished artwork. Some mock-ups are only intended to be seen by the advertising agency and client during the advertising concept development stage. However, mock-ups are useful for gauging audience response to the proposed

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With reach and frequency objectives firmly in place, the planner turns to determining the media mix and selecting appropriate media vehicles to carry the message. The media planner must determine the way that the advertising budget is to be allocated across the relevant media options (e.g. 50% TV;

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for budgets and for media selection. In an intensive campaign (heavy weight campaign), the media strategy is normally skewed towards main media, which remains the most cost efficient means of reaching large audiences with the relatively high frequency needed to create stable brand awareness levels.

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Planners also need to consider the combined effects of reach and frequency (GRPs). In an intensive campaign, the schedule will utilise both broad reach (expose more people to the message) and high frequency (expose people multiple times to the message). The overall campaign weight has implications

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that will establish the intended product position in the minds of the customer. Another way of thinking about the creative concept is that it refers to the one thing that will make consumers respond. The creative concept should show how the product benefit meets the customer's needs or expectations

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Communications objectives are derived from marketing objectives. However, communications objectives must be framed in terms of communications effects. For example, a company's short-term marketing objective might be to increase sales response for a given brand. However, this objective would require

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Many authors have treated reason (rational processes) and emotion (affective processes) as entirely independent. Yet, other researchers have argued that both reason and emotion can be employed simultaneously, to process advertising information. Hierarchy-free models draw on evidence from psychology

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While advertising is an excellent tool for creating awareness, brand attitude and purchase intent, it usually requires support from other elements in the promotion mix and the marketing program to convert purchase intent into an actual sale. Many different techniques can be used to convert interest

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Advertising is just one of many elements that comprise the promotional mix. When marketers communicate with target markets across a broad range of different promotional types and media, the potential for contradictory or mixed messages is very real. Accordingly, it is important that advertising is

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use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Corporate advertising refers to paid messages

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Buying advertising spots on national TV is very expensive. Given that most media outlets use dynamic pricing, rates vary from day to day, creating difficulties locating indicative rates. However, from time to time, trade magazines publish adrates which may be used as a general guide. The following

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The total number of people in a given geographical area who conform to a specific definition, such as the number of people with a television (or radio) set or the total number of people aged 6–12 years. Population potentials are normally derived from the census figures and are used to estimate the

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Informational appeals typically involve factual claims that list the product's benefits in a straightforward manner and are more likely to be used with high involvement goods. Transformational appeals play on emotions and are designed to transform the consumer's perceptions of themselves or of the

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For many purchases, category need and purchase facilitation will be present in the customer's mind and can be omitted from the advertising objectives. However, for some purchases, the customer may not be aware of the product category or may not know how to access it, in which case these objectives

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The marketing plan can be expected to provide information about the company's long and short-term goals, competitive rivalry, a description of the target market, products offered, positioning strategy, pricing strategy, distribution strategy and other promotional programs. All of this information

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The FCB planning grid was developed by Richard Vaughan, who was the senior vice president at advertising agency, Foote, Cone and Belding, in the 1980s. The planning grid has two dimensions, involvement and information processing. Each dimension has two values, representing extremes of a continuum,

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There are many integrative frameworks. Two of the more widely used models are the grids developed by Foote, Cone, Belding (FCB) (see below) and another devised by Rossiter and Percy, and which is an extension of the FCB approach. These planning grids are very popular with advertising practitioners

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The traditional approach to media strategy was primarily concerned with setting objectives for message reach, weight and frequency. The contemporary approach, however, often treats the media strategy as an extension of the creative strategy. For example, L'Oreal Men's Expert promoted its skincare

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A major problem with the %-of-sales method is that there is no consensus about the percentage value to apply. Some companies use industry averages as a guide to set their marcomms budget. The following table, based on industry averages, shows that the % value can vary from around 20% of

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A number of different methods are used to develop the advertising (and/or marketing communications) budget. The most commonly used methods are: percentage-of-sales, objective and task, competitive parity method, market share method, unit sales method, all available funds method and the affordable

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for a product or brand. By definition, the target audience is the intended audience for a given advertisement or message in a publication or broadcast medium, while the target market consists of all existing and potential consumers of a product, service or brand. Companies often develop different

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Advertising planning does not occur in a vacuum. Advertising objectives are derived from marketing objectives. Therefore, the first step in any advertising planning is to review to the objectives as set out in the marketing plan. This is designed to ensure that all promotional efforts, including

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High-involvement/ rational purchases: In the first quadrant consumers learn about a product through advertising after which they develop a favourable (or unfavourable) disposition to the product which may or may not culminate in a purchase. This approach is considered optimal for advertising high

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Theoretical works, combined with empirical studies, suggest that advertising information is more useful for experience goods (experiential services) than for search goods (tangible products). Research studies also suggest that consumers who are involved in the purchase decision are more likely to

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Both in-house agencies and outsourcing models have their own advantages and disadvantages. Outsourcing to an external agency allows marketers to obtain highly specialised strategic, research and planning skills, access to top creative talent and provides an independent perspective on marketing or

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defines advertising as "the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media". Selected marketing scholars have defined advertising in the following terms: "any non-personal communication that is paid for by an

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Day-after-recall (DAR) tests were developed by George Gallup in the 1940s and are still used. DAR tests provide a measure of the percentage of the people who recall something specific about an ad (e.g., sales message or a visual) the day following exposure. Interviewers ask questions designed to

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In projective techniques, the respondent is invited to project themselves into the advertisement. There are many projective techniques including word association, sentence completion and story completion. These techniques assume that when exposed to incomplete stimuli, respondents use underlying

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Advertising is a major expense for most firms. Improved advertising effectiveness can deliver strategic and tactical advantages as well as helping to manage costs. Advertising managers are expected to be accountable for advertising budgets. Hence, most campaigns invest in a number of measures to

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With respect to reach objectives, planners must decide what proportion of the target market need to be exposed to the advertising message. It is not always necessary to reach 100% of the target market. For new brands or brands with very low levels of awareness, it may be desirable to reach every

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In addition to determining the overall creative strategy, the advertiser also needs to consider the creative execution – which refers to the way that the message is presented. Examples of creative execution include: problem-solution formats, fear appeals, sex appeals, humour, parody, slogans or

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which suggest that consumers process information via different pathways rather than in any linear/ sequential manner. Thus, hierarchy-free models do not employ any fixed processing sequence. These models treat advertising as part of the brand totality. Some hierarchy-free models treat brands as

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The literature offers numerous variations on the basic path to persuasion. The basic AIDA model is one of the longest serving models. Contemporary hierarchical models often modify or expand the basic AIDA model, resulting in additional steps, however, all follow the basic sequence which includes

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The advertising and marketing literature suggests a variety of different models to explain how advertising works. These models are not competing theories, but rather explanations of how advertising persuades or influences different types of consumers in different purchase contexts. In a seminal

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Advertising return on investment (advertising ROI) is designed to ensure that the right advertising tactics were employed. Good measures of advertising ROI should consider both short term and long term measures. Online campaigns and co-operative advertising are useful for building sales, while

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Empirical support for the effectiveness of pulsing is relatively weak. However, research suggests that continuous schedules and flighted schedules generally result in strong levels of consumer recall. With flighted schedules, the second and subsequent flights tend to build on the first flight,

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The competitive parity method allocates the advertising or promotional budget based on competitive spending for comparable activities. This approach is a defensive strategy used to protect a brand market position. It assumes that rival firms have similar objectives and is widely used in highly

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While advertising is an excellent tool for creating awareness and interest in a brand, it is less effective at turning that awareness and interest into actual sales. To convert interest into sales, different promotional tools such as personal selling or sales promotion may be more useful. Many

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Integrative models assume that consumers process advertising information via two paths – both cognitive (thinking) and affective (feeling) simultaneously. These models seek to combine the type of purchase with the consumer's dominant mode of processing. Integrative models are based on research

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or an online directory means that the consumer does not have to travel from store to store in search of a product or service. Consumers process this information at a cognitive level before forming an attitude to the brand and purchase intent. A cognition is any thought that surfaces during the

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Advertising researchers have a long-standing interest in understanding both the degree and type of cognitive elaboration that occurs when consumers are exposed to persuasive messages. Cognitive information models assume that consumers are rational decision-makers, and that advertising provides

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In summary, given that advertising is paid, it is one of the many controllable elements in the marketing program. Advertising is qualitatively different from publicity where the message sponsor is either not identified or ambiguously defined, and different from personal selling which occurs in

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Pure affect models suggest that consumers shape their preferences to a brand based on the feelings and attitudes elicited by exposure to an advertising message. When consumers view an advertisement, they not only develop attitudes towards the advertisement and the advertiser, but also develop

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advertising copy. Mock-ups can be used in face-to-face interviews, small focus groups or theatre tests. A sample of respondents is invited to look at the mock-ups and subsequently asked a series of questions designed to capture advertising effects that are of interest for the given campaign.

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The size of the budget has implications for the promotional mix, the media mix and market coverage. As a generalisation, very large budgets are required to sustain national television campaigns. Advertisers with tight budgets may forced to use less effective media alternatives. However, even

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On the surface, integrated marketing communications appear to be simple common sense. Yet, a survey of brand advertisers carried out by the Association of National Advertisers (ANA) revealed that while 67 per cent of marketers engage in integrated marketing communications, just one third are

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in audience measurement. Industry members fund the audience research and share the findings. In a few countries, where the industry is more fragmented or where there is no clear peak industry association, two or more competing organisations may provide audience measurement services. In such

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In order to set realistic and achievable advertising objectives, most advertisers try to link advertising or communications objectives with the communications effects. Rossiter and Bellman have argued that, for advertising purposes, five communications effects should be considered, namely:

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Whether a company chooses to outsource advertising functions to an external agency or carry them out within the marketing department, marketers need a rich understanding of advertising principles in order to prepare effective advertising plans, brief relevant agencies about their needs and

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A firm's advertising budget is a sub-set of its overall budget. For many firms, the cost of advertising is one of the largest expenses, second only to wages and salaries. Advertising expenditure varies enormously according to firm size, market coverage, managerial expectations and even

1362:. The review or audit might consider such issues as prior marketing communications activity, an evaluation of what has been effective in the past, whether new market research studies are warranted, an outline of competitive advertising activity and a review of budgetary considerations. 2789:

The number of listeners (or viewers) for a given channel over a given time period, expressed as a percentage of the total audience potential for the total market. (The audience share is normally calculated by dividing a given channel's average audience by the average audience of all

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Pure affect models help to explain the consumer's emotional responses to advertising and brands. These models suggest that simple exposure to a brand is sufficient to generate purchase intention. Exposure in the form of advertising messages leads to an attitude to the advertisement

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top-up shop on Wednesday nights, may consider TV to achieve general brand awareness, supplemented with radio spots to reach the shopper while he or she is driving to the supermarket or regular place of purchase on the days when the majority of consumers carry out their shopping.

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ticket items such as cars and household furniture. When this is the dominant approach to purchasing, advertising messages should be information-rich and media strategy should be weighted towards media such as magazines and newspapers capable of delivering long-copy advertising.

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firm, a media outlet, or may be hired directly by a company to work in their in-house agency where they would take responsibility for communications designed to develop the company's brands or group of brands. In the agency environment, advertising managers are often known as

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ime-dependent (SMART). Any statement of advertising objectives must include measurement benchmarks – that is the norms against which advertising effectiveness will be evaluated. One of the first approaches to setting communications-oriented objectives was the DAGMAR approach

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and their role involves working closely with client firms. In a marketing department, the advertising manager's position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns.

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are developed for each communication task in order to arrive at a total budget estimate. This method is time-consuming and complex, and as a consequence has been less widely used in practice, however, recent research suggests that more marketers are taking up this approach.

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Competitive parity requires a detailed understanding of competitor's expenditure in key areas. Market intelligence used to inform this approach can be obtained by consulting company annual reports and also from commercial research service providers such as Nielsen's AdEx.

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range on dry-cleaner hangers. When customers picked up their shirt, they found a $ 2 coupon and a message, "Your shirt doesn't come with wrinkles, why should your face?" This novel execution shows how media and creative can be integrated to generate powerful advertising.

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continues through to setting advertising budgets, developing advertising objectives, executing the creative messages and follows up with efforts to measure the extent to which objectives were achieved and evaluate the cost-benefit of the overall advertising effort.

571:(i.e. commercial mass media) which implies that it is directed at a mass audience rather than at an individual consumer and is a one-way communication mode where the sponsor sends messages, but recipients cannot respond or ask questions about the message content. 3506:

attitudes or motivations to complete the storyline, thereby revealing their fears and aspirations that may not surface under more direct questioning. Projective techniques have been found to be very useful for evaluating concepts and generating new concepts.

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Advertising refers to any paid form of communication designed to create interest in or stimulate sales of products or services. Companies are constantly searching for novel media, such as these human billboards, to get their message out to potential

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designed to communicate the corporation's values to influence public opinion. Yet other types of advertising such as not-for-profit advertising and political advertising present special challenges that require different strategies and approaches.

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the network, the volume of inventory being purchased, the timing of the booking and whether the advertiser is using cross-media promotions such as product placements. Advertising spots purchased closer to airtime tend to be more expensive.

3352:: qualitative and quantitative measures taken during or after the target audience has been exposed to the message or advertising campaign and used to track the extent to which advertising is achieving the desired communications objectives. 1466:

Setting advertising objectives provides the framework for the entire advertising plan. Therefore, it is important to specify precisely what is to be achieved and outline how advertising will be evaluated. Advertising objectives should be

728:/ merchandising: activities designed to stimulate sales normally at the point-of-sale; includes retail displays, product sampling, special price offers, shelf talkers, contests, giveaways, promotional items, competitions and other methods 530:

Consumers tend to think that all forms of commercial promotion constitute advertising. However, in marketing and advertising, the term "advertising" has a very special meaning that reflects its status as a distinct type of promotion.

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member of the target market. However, for reminder type campaigns lower levels of reach may be all that is required. Reach objectives are normally framed in terms of a percentage of market. For example, a reach objective might read;

1772:. Procter and Gamble, the top US advertiser, spent US$ 4.3 billion in 2015 on national media (exclusive of agency fees and production costs) while a small local advertiser might spend just a few thousand dollars in the same period. 1195:

All hierarchical models indicate that brand awareness is a necessary precondition to brand attitude, brand preference or brand purchase intention. The process of moving consumers from purchase intention to actual sales is known as

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The review should take note of the overall target market. However, this does not necessarily mean that the advertising campaign will be directed at the total target market. Marketers and advertisers make a distinction between the

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Media research acts as form of industry regulation and the legitimacy of research methodologies and provision of audience metrics. Media owners rely on metrics of both audience size and audience quality to set advertising rates.

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FmRI is a technique that enables researchers to monitor activity in specific areas of the brain. This technique has been used to identify specific brain networks associated with pleasure and arousal associated with advertising.

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A common theme in cognitive information models is that the net favourability of cognitive responses has a direct influence on attitude strength. In the cognitive information models, the general path to persuasion is as follows:

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for future advertising programs. Techniques used in post-testing depend on the media employed, and may include such tests as Starch scores, day-after recall tests (DAR), campaign tracking, advertising ROI and other measures.

3307:: a combination of both continuity and pulsing; low levels of continuous advertising followed by bursts of more intense levels of advertising; (i.e. alternates between a high spending pattern and a low spending pattern) 4532:

Mudzanani, T., "A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies," African Journal of Marketing Management, Vol. 7, no 8, 2015, pp.

1444:, the marketer advertises intensively with retailers and wholesalers, with the expectation that they will stock the product or brand, and that consumers will purchase it when they see it in stores. In contrast, in a 3699:– that is, the use of different executions of the same message. Campaign tracking can assist advertisers to determine when to introduce a new execution of the same advertising message or to fine-tune the campaign. 592:

refers to the advertising message, per se, advertising management refers to the process of planning and executing an advertising campaign or campaigns; that is, it is a series of planned decisions that begins with

2229:

findings. For example, empirical evidence suggests that the average consumer needs to be exposed to a message at least three times before they become aware of the brand information. This is sometimes known as the

986:

and other variants. Some authors have argued that, for advertising purposes, the hierarchical models have dominated advertising theory, and that, of these models, the AIDA model is one of the most widely applied.

1366:

has potential implications for developing the advertising program. The advertiser must study the marketing plan carefully and determine how to translate the marketing objectives into an advertising program. Each

476:

Advertising management is a complex process that involves making many layered decisions including developing advertising strategies, setting an advertising budget, setting advertising objectives, determining the

3466:: very rough versions of a TV commercial that include stock images and film footage designed to emulate the look and feel of the final creative execution; rip-o-matic are often called "mood" or "concept" videos. 615:

events management specialists or other relevant service providers. Another option is for a company to carry out most or all of the advertising functions within the marketing department in what is known as an

4203: 1776:

advertisers with small budgets may be able to incorporate expensive main media, by focusing on narrow geographic markets, buying spots in non-peak time periods and carefully managing advertising schedules.

924:) without any further cognitive processing. Exposure it not restricted to physical contact; rather it can refer to any brand-related contact such as advertising, promotion or virtual brands on websites. 736:: a planned activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. 1933:

The creative strategy explains how the advertising campaign will address the advertising objectives. Developing the creative strategy typically begins by identifying the big idea (also known as the

3271:

A media schedule is a program or plan that "identifies the media channels used in an advertising campaign, and specifies insertion or broadcast dates, positions, and duration of the messages".

3068:*** There is so single, official currency for measuring TV audiences in Malaysia. Currently two competing companies provide data, using different methodologies (Nielsen Media and Kantar Media) 1941:

Laskey et al. developed a typology of nine creative strategies. Initially devised for television, this typology has been widely adopted for other media including print media and social media.

1234:

specifically involvement (high/low) and information processing (thinking/feeling). These form a 2 × 2 matrix with four cells representing the different types of advertising effects.

795:

refers to the way that all stakeholders such as employees, suppliers, customers and others cooperate to communicate a shared understanding of the company's key messages and values and (5)

542:

The marketing and advertising literature has many different definitions of advertising, but it is possible to identify common elements or themes within most of these definitions. The

3490:: a more elaborate version of a storyboard that includes dialogue, soundtracks and voice overs that are intended to represent a more polished version of the final creative execution. 5351: 5104:

Vol. 23, No. 4, 65–80; Wang L. and Praet C., "Message Strategy Typologies: A Review, Integration, and Empirical Validation in China," In: Verlegh P., Voorveld H., Eisend M. (eds),

4039: 1921:

and others. Contemporary budgeting rarely relies on a single method, but instead uses a combination of methods to guide the marketer in determining the optimal expenditure levels.

3515:

response. With the rise of consumer neuroscience, researchers have begun to use a much wider range of measures to investigate cognitive responses as well as emotional responses.

651:

that can leverage other elements of the promotional mix and marketing program. Therefore, advertising must be considered as part of a broader marketing and promotional program.

3629:– the percentage of readers who recognize the advertisement as one they previously saw in the magazine issue (designed to capture the advertisement's ability to grab attention) 6430:

Bolls, P.D., Wise, K. and Bradley, S.D., "Embodied Motivation Cognition: A Theoretical Framework for Understanding Cognitive Processes Underlying Advertising Exposure," in

1201:

into sales including special price offers, special promotional offers, attractive trade-in terms, guarantees or a strong call-to-action as part of the advertising message.

803:

satisfied with their efforts. In practice, integrating communications messages across a broad range of promotional formats and media channels is very difficult to achieve.

791:

refers to the ways that different internal and external agencies (e.g. web designers, advertising agencies, PR consultants) coordinate to provide a consistent message; (4)

1759:

will need to be addressed in the communications objectives. Brand awareness, brand preference and purchase intention are almost always included as advertising objectives.

1508:

esults) developed in the 1960s. While memorable, the DAGMAR approach fails to provide concrete guidance on how to link advertising objectives with communications effects.

3636:– the percentage of readers who saw or read any part of the advertisement that clearly indicated the brand advertised (designed to indicate the level of brand processing) 3910: 3549:

is often used to fine tune advertising executions. Research studies suggest that eye tracking is associated with brand recognition, but less useful for brand recall.

712:: the act of providing money for a television or radio program, website, sports event, or other activity usually in exchange for advertising or other form of promotion 2842:– a crude measure of the number of people who were exposed to the medium, For example, the number of cars that drive past an outdoor billboard in a given time period 4194: 3065:** English is one of the three official languages spoken in Malaysia. Print and broadcast media are normally segmented into language first and demographics second. 5100:

Clow, K. E.; Roy, D. P.; and L. B. Hershey (2002), "A Comparison of the Incidence of Advertising Strategies in Business-related Magazines: Service Versus Goods,"

903:

actively seek out product information and actively process advertising messages while low-involvement consumers are more likely to respond at an emotional level.

1132:

Cognition- Affect- Behaviour. Some of these newer models have been adapted to accommodate consumer's digital media habits. Selected hierarchical models follow:

6166: 3095:

table provides indicative advertising rates for selected popular programs on American national television networks, broadcast during prime time viewing hours.

990:

The AIDA model proposes that advertising messages need to accomplish a number of tasks designed to move the consumer through a series of sequential steps from

3482:: a sequence of drawings or photographs accompanied by relevant copy and designed to resemble the final creative execution of a film or digital TV commercial. 3398:

Specific types of pre-testing include copy tests, projective techniques and increasingly, a diverse range of physiological and/or biometric testing methods.

3340:: qualitative and quantitative measures taken prior to running an advertisement with a view to gauging audience response and eliminating potential weaknesses 4182:

Silk, A.J. and Stiglin, M.M., "Build It, Buy It Or Both? Rethinking the Sourcing of Advertising Services," Working Paper no. 15-093, Harvard Business School

2100:

jingles, mnemonics, slice-of-life, guarantee, celebrity endorsement, testimonial, news style, scientific appeals, dramatisation and product demonstration.

1960:

approach. Because they bypass rational cognitive processing, transformational appeals are less likely to result in counter-arguing in the consumer's mind.

5478: 4873:

Priyanka, R., "AIDA Marketing Communication Model: Stimulating a Purchase Decision in the Minds of the Consumers through a Linear Progression of Steps,"

4703:

Bharadwaj, S.G., Varadarajan, P.R. and Fahy,J., "Sustainable competitive advantage in service industries: a conceptual model and research propositions,"

4690:

MacKenzie, S.B. and Lutz, R.J., "An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context,"

4625:

Coulter, Keith S.; Punj, Girish N. (2007). "Understanding the Role of Idiosyncratic Thinking in Brand Attitude Formation: The Dual Interference Model".

4510:

6th ed., New York, McGraw-Hill/Irwin, 2004. Note that Belch and Belch's definition is based on that provided by the Association of National Advertisers.

1874:

competitive markets. The main criticism of this method is that it assumes competitors know what they are doing in relation to advertising expenditure.

2731:

Research companies employ different methodologies depending on where and when media is used and the cost of data collection. All these methods involve

2601: 1350:

advertising, are working towards achieving both short-term and long-term corporate and marketing goals and align with the company's values and vision.

2463: 824:

paper, Vankratsas and Ambler surveyed more than 250 papers to develop a typology of advertising models. They identified four broad classes of model:

538:

A key characteristic of advertising is that it utilises mass media channels such as newspapers, magazines, radio or TV to reach potential customers.

4769:

Cacioppo, J.T.; Petty, R.E.; Kao, C.F.; Rodriguez, R. (1986). "Central and peripheral routes to persuasion: An individual difference perspective".

5535: 4716:

Petty, R. E, Cacioppo, J. T., and Schumann, D., "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,"

4012: 3409:

is testing that evaluates advertising copy and creative executions. In this section, the principal methods of copy testing are briefly discussed.

5625: 4434: 489:), developing the message strategy, and evaluating the overall effectiveness of the advertising effort.) Advertising management may also involve 4403: 4384: 4365: 2179:

How often does an audience member need to hear our message before it is noticed or achieves the desired consumer response? (Effective frequency)

1956:

product. Transformational appeals are more likely to be indicated for low-involvement goods or services. Emotional appeals are often known as a

815:

Advertising messages are all around us, yet the mechanism which leads from exposure to brand advertising through to sales is not entirely clear.

5691:

Coursaris, C, van Osch, and Brooks, B., "Social Media Marketing on Twitter: An Investigation of the Involvement-Messaging Engagement Link," in

5019:

Hirsh, J. B.; Kang, S. K.; Bodenhausen, G. V. (2012). "Personalized persuasion: Tailoring persuasive appeals to recipient personality traits".

5005:

Yoon,K., Laczniak, R.N., Muehling, D.D. and Reece, B.B., "A Revised Model of Advertising Processing: Extending the Dual Mediation Hypothesis,"

4472: 496:

Advertising management is a complex process. However, at its simplest level, advertising management can be reduced to four key decision areas:

6061: 4453: 4311: 4256: 1127:

Cognition (Awareness/learning) → Affect (Feeling/ interest/ desire)→ Behavior (Action e.g. purchase/ consumption/ usage/ sharing information)

6241:, Jagdish N. Sheth and Naresh K. Malhotra, (eds), Part 4, Advertising and Integrated Communication, Chichester, West Sussex, UK: Wiley, 2011 647:

refers to the specific combination of promotional methods used for a brand, product or family of products. Advertising is best treated as a

6472:

Arnold, Stephen J.; Bird, J. Richard (1 March 1982). "The Day-after Recall Test of Advertising Effectiveness: A Discussion of the Issues".

4491: 4070: 2779:

The average number of people who tuned into the given time or given program, expressed in thousands or as a percentage. Also known as a

6312:

Belch, M. A., Holgerson, B.E., Belch, G.E> and Koppman, J., "Psychophysiological and Cognitive Responses to Sex in Advertising", in

3810: 2135:

2) Developing a media channel strategy for implementing media objectives – the broad vision of when and how to reach target audiences;

6532: 1205: 6282: 3442:

To pre-test advertisements, researchers might use face-to-face interviews, small focus groups or theatre tests for larger audiences.

6343: 6251: 3295:: a pattern of relatively constant levels throughout a given time period or campaign (i.e. a relatively expensive spending pattern) 2760:

the total number of people who have seen or looked into a current edition of the a publication (independently measured via survey)

4014:

Integrated Marketing Communications for Public Policy: Perspectives from the World's Largest Employment Guarantee Program MGNREGA

3805: 3643:– the percentage of readers who read half or more of the ad's written material (an indicator of reader involvement or engagement) 820:

advertising works, one theorist wrote, "Only the brave or ignorant...can say exactly what advertising does in the marketplace."

799:

refers to the way that communications professionals contribute to the company's overall corporate goals and quality management.

771:

Mounting a display at a trade-fair or exhibition, such as the Hong Kong Food Show, is part of a company's total promotional mix.

3974:(1910–1984) – developed the concept of the unique selling proposition (USP) and advocated the use of repetition in advertising 2199:

is defined as the average number of times a household (or person) is exposed to an advertising message in a given time period.

811: 6418: 4022: 3593: 2118: 1440:

The communications objectives will, at least in part, depend on whether the marketer is using a push or pull strategy. In a

2270:

In a concentrated approach the planner invests most of the media expenditure in a single medium or a narrow range or media.

2122:

Integrating the creative and the media can result in imaginative and powerful messages that grab attention and are noticed.

585:

real-time and involves some face-to-face contact between the message sponsor and recipient allowing for two-way dialogue.

3795: 760: 441: 2068:

Claim of superiority based on extrinsic factors such as customer perceptions, designed to give the brand a 'personality'

787:

refers to capacity of different promotional tools to complement each other and deliver a unified, coherent message; (3)

5727: 5430:

The Blessings of Paid Advertising: DISCOVER The Industry Expert Tips For Maximizing ROI on a Tight Advertising Budget,

3691:

after the campaign has run. A particular area of concern during an advertising campaign is the problem of advertising

6381: 6133: 5835: 5797: 5650: 5606: 5459: 5361: 5295: 5271: 4941: 4278: 4220: 3289:: one concentrated burst of intense levels of advertising, normally during the initial period of the planning horizon 1383:

authors caution against using sales or market share objectives for marketing communications or advertising purposes.

1314:

Impulse purchases are low-involvement/ emotional purchase items that make consumers feel good (i.e., FCB Quadrant 4).

466:

is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy.

5416: 852: 610:

Calvin Klein is one of a growing number of companies that uses an in-house agency for its advertising and promotion.

3800: 2701: 1204:

In order to penetrate markets, it is essential that high levels of awareness are created as early as possible in a

5577: 1358:

A review of the marketing plan can be a relatively simple process, or it can involve a formal review, known as an

6592: 5061:

Maclnnis, D.J. and Jaworski, B.J. "Information Processing from Advertisements: Toward an integrative framework,"

4216:

Duggan, B., "In-House Agencies Grow in Importance', 30 August, Association of National Advertisers, 2013 Online:

3458:: (abbreviation of "composition art") refers to rough art included along with copy, slogans and campaign strategy 2167: 679:: the dedicated production of content designed to display corporate or branded messages in an entertaining format 3301:: an intermittent pattern of bursts of advertising followed by no advertising (i.e. a moderate spending pattern) 6587: 5475: 3873: 1893:

e) Use competitive activity as a benchmark to which sums are added or subtracted based on managerial judgement.

543: 2079:

Focus on the brand experience, the ownership experience, the shopping experience or the consumption experience

745:: events or shows (e.g. fashion shows, agricultural shows) where companies can display their wares or services 6602: 6597: 6213:

Measuring Advertising Effectiveness: Copy Testing (pre-testing) Ads and Tracking (post-testing) the Campaign,

5415:

Johnson, B., "How Nation's Top 200 Marketers Are Honing Digital Strategies," Adage, 27 June 2016, <Online:

4237: 3750: 887: 639:

Customers rely on different types of marketing communications at different stages of their purchase decision.

3435:

Types of advertising mock-ups that are used in copy testing, both print and broadcast advertising, include:

2193:

is defined as the number of households (or people) exposed to an advertising message in a given time period.

6044:

Maddox,K., "Steinberg, B., 'Sunday Night Football' Remains Costliest TV Show: Prices Overall See Decline,"

5669:

Easton, M. S., Daugherty, T. and Burns, N.M., (eds), IGI Global, Information Science Reference, pp 631- 649

4171: 3785: 4821:

Diehl, D. and Terlutter, R., "The Role of Lifestyle and Personality in Explaining Attitude to the Ad," in

4795:

I. López, S. Ruiz, "Explaining website effectiveness: The hedonic–utilitarian dual-mediation hypothesis,"

869:

by reducing the need to search for other information about a brand. For example, an advertisement in the

661:

Sales promotion includes a variety of activities such as special price offers designed to stimulate sales.

6507: 3956:– founded one of the earliest international advertising agencies and developed ratings for radio & TV 2246: 978:

A number of hierarchical models can be found in the literature including Lavidge's hierarchy of effects,

3938:(1911–1982) – promoted the idea that the creative execution is just as important as the creative content 2913:

provides principal sources of information for main media audience research in English speaking markets.

704:: contacting and influencing carefully chosen prospects with means such as telemarketing and direct mail 5532: 3959: 3855: 3091:

at lower rates and also through the provision of added value services such as media planning services.

2717: 2140:

3) Designing media tactics – specific instructions about media vehicles, placement, preferred position;

1997: 365: 5622: 4431: 3675:– when respondents can recall what the brand showed, looked like and the main points of the commercial 1519:

The consumer's acceptance that the category (the product or service) is necessary to satisfy some need

1310: 671:: messages paid for by those who send them and intended to inform or influence people who receive them 6460: 4400: 4381: 4362: 3376:(iv) be theoretically grounded – i.e. based on a model of human response (e.g. hierarchy of effects); 779:

In terms of integrated communications, the literature identifies different types of integration: (1)

720:: the practice of supplying a product or service for display in feature films or television programs 534: 5665:

Burns, K.S., "From Producers to Consumers: Engagement through User-generated Advertising Contests",

4469: 4419: 3932:– probably the first advertising agency to use mass media (i.e. telegraph) in a promotional campaign 2217:

is defined as reach multiplied by frequency and is a measure of overall campaign weight or intensity

6058: 4291: 3980:– advertising executive, author and credited with coining the term, 'positioning' in the late 1960s 3815: 3770: 2766:

Demographic/ psychographic and behavioural analysis of readership (sourced from Readership surveys)

89: 6533:

http://www.nielsen.com/us/en/insights/news/2009/maximize-the-return-on-your-advertising-spend.html

4889:

Barry, T.E. and Howard, D.J., "A Review and Critique of the Hierarchy of Effects in Advertising,"

4755:

Morris, J.F., Woo, C.M., Geason, J.A. and Kim, J.Y., "The Power of Affect: Predicting Intention,"

4450: 4308: 2205:

refers to the minimum number of media exposures in order to achieve a specified communication goal

2182:

When do audiences cease to notice the ad, or become tired of seeing the ad? (Advertising wear-out)

753:

The Vogue Fashion Show is a special event designed to promote top designers' seasonal collections.

6409:

Wawrzyniak,A and Wąsikowska, B., "The Study of Advertising Content with Application of EEG," in

5182:

Grönroos, C., "What Can A Service Logic Offer Marketing Theory?" in Lusch, R.F. and Vargo, S.L.,

3965: 3868: 3835: 2608: 1282:

The FCB planning grid gives rise to a number of implications for advertising and media strategy:

434: 380: 360: 345: 159: 134: 109: 49: 6344:

http://www.the-scientist.com/?articles.view/articleNo/33563/title/The-Meaning-of-Pupil-Dilation/

5789: 5783: 4915:

Lavidge,R.J. and Steiner, G.A., "A Model for Predictive Measures of Advertising Effectiveness,"

1531:

The extent to which a consumer will choose one brand over other competing brands in the category

1040:– The consumer becomes interested by considering the brand's fit with the consumer's lifestyle 927:

In pure affect models, the path to communication effectiveness is represented by the following:

454: 6018:

Steinberg, B., "Sunday Night Football' Remains Costliest TV Show: Prices Overall See Decline,"

4488: 3790: 3581: 3558: 732: 521:: How do we know our messages were received in the form intended and with the desired outcomes? 169: 6316:

Volume 09, Andrew Mitchell (ed.), Ann Abor, MI: Association for Consumer Research, pp 424–427.

5285: 4902:

Wijaya, Bambang Sukma (2012). "The Development of Hierarchy of Effects Model in Advertising",

3312:

resulting in awareness levels similar to a continuous schedule, but often with reduced costs.

1951:

Transformational: emotional appeals that assist consumers to imagine an aspirational lifestyle

6369: 5515:

West, D. and Prendergast, G.P., "Advertising and promotions budgeting and the role of risk",

3883: 2732: 2705: 1948:

Informational: rational appeals that typically provide information about the brand's benefits

1337: 355: 207: 119: 104: 5589:

Farris, Paul W.; West, Douglas C. (2007). "A Fresh View of the Advertising Budget Process".

4957:

Rossiter, John R.; Percy, Larry (1985). Hirschman, Elizabeth C.; Holbrook, Moris B. (eds.).

4587:

Vakratsas, Demetrios; Ambler, Tim (1999). "How advertising works: What do we really know?".

4350:

Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business,

4193: 3071:**** Think TV is a consortium of commercial TV networks that oversees the TV ratings process 1593:(e.g. pain removal, pain avoidance, dissatisfaction, sensory gratification, social approval) 1001:– The consumer becomes aware of a category, product or brand (usually through advertising) 635: 5996:

Nielsen Media Research, <Online: www.nielsenmedia.co.nz/en/pdf/mri/28/mediaterms.pdf>

5678:

Weinstein, A., "Creative Strategy and Magazine Advertising Readership: A Pilot Study, " in

3878: 3755: 3740: 3325: 2697: 1719:: "Hurry, hurry last days, offer must expire soon"; "Don't wait- limited stocks available" 1367: 969: 370: 300: 262: 174: 154: 69: 33: 4107: 3518:

Some of the techniques used to measure consumer responses to advertising stimuli include:

2877:: The number of different pages generated by a visitor to a site (a measure of engagement) 2871:: The average length of time a person remains on a page (a measure of audience engagement) 2172:

In terms of setting media objectives, the planner needs to address several key decisions:

2130:

1) Setting media objectives (with reference to both marketing and advertising objectives);

1944:

Laskey, Day and Crask's typology first identifies two broad classes of creative strategy:

8: 6544:

Moriarty,S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan,l. and Spence-Stone, R.,

6370:"Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes" 3986:– developed the Starch score method of measuring print media effectiveness (still in use) 3962:– pioneered the positioning concept and advocate of the use of brand image in advertising 3929: 3888: 2409: 2159: 696:: face-to-face selling in which a seller attempts to persuade a buyer to make a purchase. 320: 310: 247: 124: 64: 6255: 5755:

Based on Laskey, H. A., Day, E. and Crask, M.R., "Typology of Main Message Strategies,"

6531:

Nielsen, "Maximize the Return on your Advertising Spend," 1 December 2009, <Online:

6489: 5850:

Harvey, B., "The Expanded ARF Model: Bridge to the Advertising Accountability Future,"

5044: 4958: 4860:

Barry, T.E., "The Development of the Hierarchy of Effects: An Historical Perspective,"

4669: 4650: 4642: 4604: 4544:"ANA Survey Reveals Most Integrated Marketing Communications Programs Need Improvement" 4062: 3918:(Anti-Cancer Institute of Australia) Winner of the International Sulzberger Award, 2010 3830: 3825: 3760: 3720:

or marketing industries. Advertising and promotions managers may work for an agency, a

2987: 2881: 2829:: The number of people (or households) tuned to any channel during a given time period. 2560: 1285: 783:

refers to messages that have a consistent look and feel, regardless of the medium; (2)

427: 403: 340: 330: 325: 277: 129: 94: 6286: 5108:, Vol. VI, European Advertising Academy. Springer Gabler, Wiesbaden, 2016,, pp 201–213 4095: 3267:

The media schedule includes specific detail such as dates, media, position, placement.

2754:

the number of copies of an issue sold (independently assessed via a circulation audit)

1370:

is unique, so that the review requires a great deal of analysis as well as judgement.

1191:

The Purchase Funnel indicates that awareness is a necessary precondition for purchase.

6493: 6414: 6377: 6174: 6141: 5831: 5793: 5723: 5646: 5602: 5455: 5357: 5291: 5267: 5036: 4937: 4654: 4608: 4066: 4018: 3989: 3968:(1872–1942) – regarded as the pioneer of the use of marketing research in advertising 3950:– developed the first hierarchy of effects model (AIDA) used in sales and advertising 3947: 3850: 3780: 3775: 3543: 2809:

Analysis of audience by selected demographic, psychographic or behavioural variables.

2645: 2277: 1123:

sequence. The underlying behavioral sequence for all hierarchy models is as follows:

860:

can eliminate the need for extensive store visits and the need to recall brand names.

716: 413: 282: 257: 252: 227: 144: 139: 6226:

Using Qualitative Research in Advertising: Strategies, Techniques, and Applications,

5087:

Rossiter, J.R., Percy, L. and Donovan, R.J., "A Better Advertising Planning Grid,"

4238:"Thinking of Pulling a CareerBuilder? Pros and Cons of Bringing an Account In-house" 4195:"The Media Business: Advertising—Addenda; Leaving Calvin Klein For a Job at Limited" 2803:

The number of listeners (or viewers) who switch channels during a given time period.

1414: 1079:– The consumer develops a favorable (or unfavorable) disposition towards the brand 6485: 6481: 6093: 5594: 5447: 5234:

Copulsky, J.R. and Wolf,M.J. "Relationship Marketing: Positioning for the Future",

5048: 5028: 4778: 4634: 4596: 4058: 4054: 3935: 3745: 3721: 3277: 2071:

Use with low-tech goods where differentiation is difficult e.g. coolness, prestige

1769: 1457: 1168: 983: 979: 964: 960: 874:

elaboration of the information. Cognitive information models are also known as the

700: 692: 683: 408: 305: 242: 232: 212: 197: 164: 149: 114: 99: 79: 6566: 5878:

Effective Frequency: The relationship between Frequency and Advertising Awareness,

5667:

Handbook of Research on Digital Media and Advertising: User Generated Consumption,

4279:

http://www.cmo.com/features/articles/2015/4/17/the-rise-of-the-inhouse-agency.html

3708:

television and PR are essential to long-term brand building and customer loyalty.

2908:: Number of site visitors who leave the site within a predetermined time (seconds) 6065: 5629: 5539: 5482: 5417:

http://adage.com/article/advertising/top-200-u-s-advertisers-spend-smarter/304625

5173:, Working Paper No 96-906, Centre for Marketing, London Business School, May 1997 4495: 4476: 4457: 4438: 4407: 4388: 4369: 4315: 4224: 3893: 3840: 3820: 3500: 3034: 2742:

Measures of media audience that are of especial interest to advertisers include:

2709: 2211:

refers to the reach (% of households or people) at the effective frequency level.

1789:

for this reason remains one of the most widely used methods for setting budgets.

1525:

The consumer's ability to recognise a brand or to recall a brand name from memory

1289:

An expensive car is a high-involvement/rational purchase (i.e., FCB Quadarant 1).

1209: 991: 724: 675: 644: 594: 398: 272: 74: 6237:

Pechmann, C. and Andrews, C., "Copy Test Methods to Pretest Advertisements," in

5504:

Advertising, Promotion, and Other Aspects of Integrated Marketing Communications

4782: 3661:– when respondents remember any commercials for the product category in question 3258: 2855:: The number of visitors to a website within a given time period (e.g. a month) 1890:

d) Allocate the same percentage-of-sales on advertising as the industry average;

1159:: Awareness→ Interest→ Search →Desire→ Action → Like/dislike→ Share → Love/ Hate 5704:

Laskey, H. A., Day, E. and Crask, M.R., "Typology of Main Message Strategies,"

5578:

http://www.nielsen.com/my/en/solutions/measurement/advertising-expenditure.html

4638: 4600: 3953: 3944:– developed the field of motivational research, used extensively in advertising 3941: 3922: 3915: 3845: 3765: 2890: 2163: 1461: 486: 482: 315: 5598: 5451: 4744:

Brand Strength: Building and Testing Models Based on Experiential Information,

4508:

Advertising and Promotion: An integrated Marketing communications perspective,

3423: 1729:

Customer knows where to purchase product or service and how much to pay for it

688:: the practice of maintaining goodwill between an organisation and its publics 6581: 6178: 6145: 5032: 3983: 3971: 3621:

of the ad were noticed. For each advertisement, three scores are calculated:

3617: 3394:(x) take baseline (i.e., pre-exposure) measurements and/or use control groups 2713: 2567: 657: 478: 350: 237: 6200:

Marketing Calculator: Measuring and Managing Return on Marketing Investment,

5476:

http://www.businessdictionary.com/definition/percentage-of-sales-method.html

1627:

Use taglines, slogans, jingles to teach brand recall and strengthen learning

627:

expectations or develop their own creative solutions to marketing problems.

6574:

Article with useful infographic of the milestones in the evolution of media

5904:

Advertising and the Mind of the Consumer: What Works, What Doesn't and Why,

5863:

Jones, J. P., "What Does Effective Frequency Mean in 1997?" (Part 1 of 2),

5040: 4289: 3905: 3539: 3406: 3281:

Blitzing, continuity, flighting and pulsing are the main schedule patterns.

3081: 2250: 490: 6299:

Soley, L., "Projective Techniques for Advertising and Consumer Research,"

5130:

Based on Vaughn, R., "How Advertising Works: A Planning Model Revisited,"

4217: 2886:: The number of people who clicked on an advertisement or advertising link 2145:

4) Devising procedures for evaluating the effectiveness of the media plan.

1901:

Other methods used to set advertising and promotional budgets include the

1543:

The extent to which the consumer knows how and where to purchase the brand

606: 4875:

International Journal of Multidisciplinary Research in Social Management,

4543: 3717: 3685: 2904: 1154: 708: 667: 589: 554:

Several common themes emerge in the various definitions of advertising:

217: 192: 84: 6561:

Bennett, Shea, "From Print to Social Media: The History of Marketing,"

5744:

Marketing Communications Management: Analysis, Planning, Implementation,

5552:

Advertising Campaign Strategy: A Guide to Marketing Communication Plans,

5184:

The Service-Dominant Logic of Marketing: Dialogue, Debate and Directions

4646: 4172:

http://marketinginformationcentre.ca/marketing_definitions_%28a-b%29.htm

3263: 1884:

b) Allocate the budget based on the industry average expenditure levels;

6089:

Vakratas, D. and Naik, P. "Essentials of Media Planning Schedules", in

5944:

Based on Kotler,P., Burton, S., Deans, K., Brown,L. and Armstrong, G.,

4668:

Cacioppo, John T.; Petty, Richard E. (1984). Kinnear, Thomas C. (ed.).

3418: 2186:

A number of key definitions are essential for media planning purposes:

2109: 1585:

Mention category need to remind customer of previously established need

1118:– The consumer forms a purchase intention or actually makes a purchase 767: 740: 375: 6508:

https://www.ipsos.com/ipsos-encyclopedia-advertising-tracking-research

3438: 1187: 525: 5493:

Maddox,K., "Ad Spending Up in '05, '06," B to B, 8 August 2005, p. 17

5340:, New York, American Association of National Advertisers (AANA), 1961 2276:

In a dispersion approach, the planner spends across a broad range of

2255:

The first channel decision that needs to be made is whether to use a

2113: 1877:

There are several approaches to using the competitive parity method:

469: 335: 267: 24: 5533:

http://www.businessdictionary.com/definition/competitive-parity.html

3250:

vary depending on the day of the week and the expected audience size

2006:

Use in categories with high levels of technological differentiation

5623:

http://www.businessdictionary.com/definition/creative-strategy.html

5074:

Ambler, T. and Vakratsas, D., "The Pursuit of Advertising Theory,"

4934:

DAGMAR, Defining Advertising Goals for Measured Advertising Results

4432:

http://www.businessdictionary.com/definition/product-placement.html

2058:

Focus on the consumer's lifestyles e.g. activities, interests, work

6461:

http://adage.com/article/adage-encyclopedia/testing-methods/98903/

6368:

Shapiro, Stewart; Heckler, Susan E.; MacInnis, Deborah J. (2014).

4979:

Solomon, M., Hughes, A., Chitty, B., Marshall, G. and Stuart, E.,

4401:

http://www.businessdictionary.com/definition/direct-marketing.html

4382:

http://www.businessdictionary.com/definition/personal-selling.html

4363:

http://www.businessdictionary.com/definition/public-relations.html

4148:, 2d ed., Cincinnati, Ohio, South-Western College Publishing, 2000 2511: 601: 6413:, Kesra Nermend, Małgorzata Łatuszyńska (eds), 2016, pp 333–353, 5782:

O’Guinn, Thomas C.; Allen, Chris T.; Semenik, Richard J. (2006).

5143:

Vaughn, R., "How Advertising Works: A Planning Model Revisited,"

4849:

The Elgar Companion to Consumer Research and Economic Psychology,

4470:

http://www.businessdictionary.com/definition/event-marketing.html

4420:

http://dictionary.cambridge.org/us/dictionary/english/sponsorship

3977: 2973: 2967: 1742:

Incorporate purchase-facilitation in all marketing communications

866: 54: 3572: 2314: 1173:

Model: Awareness → Comprehension → Attitude/ Conviction → Action

1165:: Awareness→ Knowledge→ Liking→ Preference→ Conviction→ Purchase 749: 5889:

Ostrow, J.W., "Setting Frequency Levels: An Art or a Science?"

4451:

http://www.businessdictionary.com/definition/merchandising.html

4309:

http://www.businessdictionary.com/definition/promotion-mix.html

3587: 2176:

Who do we want to talk to? (Target market/ audience definition)

2082:

Use with experiential goods where differentiation is difficult

59: 6134:"Creativity in Advertising: When It Works and When It Doesn't" 5917:

What's in a Brand?: Building Brand Equity Through Advertising,

4290:

The BOSS Group; Cella Consulting, LLC; InSource (April 2015).

3862: 2627:

Some audience selectivity (e.g. billboards near sports venues)

2126:

Strategic media planning consists of four key decision areas:

1887:

c) Allocate a similar percentage-of-sales as a key competitor;

1582:

Omit category need as an objective of advertising or promotion

1406:

These will need to be translated into advertising objectives.

6224:

Morrison, M.A., Haley, E.E., Sheehan, K.B. and Taylor, R.E.,

3259:

Pulling it all together: Media tactics and the media schedule

2819:

listeners (or viewers) in a given time period; also known as

2333:

Colour, sound and movement permit many creative possibilities

1687:: "The burgers are better at Burger King (or Hungry Jack's)" 222: 202: 6434:

Shelly Rodgers and Esther Thorson (eds), NY, Routledge, 2012

5506:, 7th ed., Mason, OH, Thomson South-Western, 2007 pp 160–161 4489:

http://www.businessdictionary.com/definition/trade-fair.html

3923:

Influential thinkers in advertising and advertising research

2615:

billboards, posters, street furniture, signage, footpath art

2366: 630: 3668:– when respondents remember seeing a commercial for Brand X 1588:"Sell" category need using positive or negative motivations 1386:

Communications objectives might include such things as to:

1228: 5948:, 9th ed., French's Forest, NSW, Pearson Australia, p. 477 4273:

Richardson-Taylor, A., "The Rise of the In-House Agency",

3363:

Sound pre-testing exhibits the following characteristics:

2398:

Lacks vision and movement – limited creative possibilities

2003:

Highlight a unique benefit that is meaningful to consumers

1881:

a) Allocate the same budget on advertising as a key rival;

4768: 4257:"What house agency boom means for CMOs and Outside Shops" 4106:

The American Heritage Dictionary, 5th ed., 2015, Online:

3702: 2343:

Minimal geographic & demographic audience selectivity

1537:

The consumer's self-instruction to purchase a given brand

973:

Generalised hierarchy of effects sequence (after Lavidge)

654:

The promotional mix includes a variety of tools such as:

6445:

Developing Advertising with Qualitative Market Research,

6105:

Longman, K. A. "If not effective frequency, then what?"

5007:

Journal of Current Issues & Research in Advertising,

3274:

Broadly, there are four basic approaches to scheduling:

2894:(CPS): The average cost of generating one click through 2388:

Message delivered in consumer's home or work environment

1523:

2. Brand awareness (brand recognition and brand recall):

5772:

Thousand Oaks, California, McGraw-Hill, 2010 pp 288–289

5199:, 5th ed., Oxford, Oxford University Press, 2015, p. 78 5117:

Vaughn, R., "How Advertising Works: a Planning Model,"

4573:

Corkindale, D., "Setting objectives for advertising ",

4521:

Integrated Communication: Synergy of Persuasive Voices,

4108:

https://ahdictionary.com/word/search.html?q=advertising

1179:: Category Need → Brand Awareness → Brand Preference (A 1151:: Attention → Interest → Desire → Action → Satisfaction 912:

feelings and beliefs about the brand being advertised.

6367: 6007:

The Internet Audience: Constitution & Measurement,

4825:, Flemming Hansen, Lars Bech Christensen (eds), p. 307 4731:

The Handbook of Communication and Corporate Reputation

4040:"Oracles on "Advertising": Searching for a Definition" 3319: 2990:(a joint venture between AC Nielsen and Kantar Media) 2093:

Use for new categories, new products or repositioning

2039:

Use for new categories, new products or repositioning

1418:

Relationship between target market and target audience

2728:

countries, there is said to be no industry currency.

2433:

Often the last medium to be consulted before shopping

1732:

Not obvious where to purchase or how to find retailer

6096:

and Tim Ambler (eds), London, Sage, 2007, pp 333–348

5195:

Percy, L., Elliott, R.H. and Rosenbaum-Elliott, R.,

5018: 2900:: The number of unique visitors who return to a site 2330:

Low relative cost (i.e. cost per thousand exposures)

2028:

Use when brand has demonstrable point of difference

2017:

Use when differentiation is difficult or impossible

1409: 1373: 6132:Reinartz, Werner J.; Saffert, Peter (1 June 2013). 5880:

Association of National Advertisers, New York, 1979

5781: 5695:, Fui-Hoon Nah, F. (ed), Springer, 2014, pp 155–165 4096:

https://www.ama.org/resources/Pages/Dictionary.aspx

3474:: include photographs along with the intended audio 526:

Advertising and advertising management: definitions

5442:"The What and Why of Budgeting: An Introduction". 4904:International Research Journal of Business Studies 2580:Able to reach audiences when they are out shopping 2430:Message delivered in home, car or work environment 1642:: "When you think of chocolate, think of Cadbury" 1633:Show product packaging or label in all advertising 1451: 806: 564:form of communication and is therefore commercial. 5404:Marketing Communications: Theory and Applications 5391:Marketing Communications: Theory and Applications 4847:Howard, J. A. in: P. E. Earl and S. Kemp (eds.), 4292:"2015 In-House Creative Services Industry Report" 3099:Advertising rates, selected US TV programs, 2010 2014:Be the first to use a common attribute or benefit 1924: 1797:Ad-to-sales ratios for selected industries, 2004 1548:Managerial Options for Communications Objectives 1145:: Awareness→ Interest→ Conviction →Desire→ Action 920:) which transfers to the attitude to the brand (A 6579: 5643:Introduction to Public Relations and Advertising 5567:New Delhi, Atlantic Publishers, 2004, pp 219–220 5287:Marketing Communication: A Critical Introduction 5212:Mason, Ohio, South-Western Cengage, 2009, p. 270 4670:"The Elaboration Likelihood Model of Persuasion" 4131:Bearden, W. O., Ingram, T.N. and LaForge, R.W., 3647: 2865:visitors to a website within a given time period 2168:Frequency (marketing) § Effective frequency 6567:http://www.adweek.com/digital/history-marketing 6327:Launch! Advertising and Promotion in Real Time, 6131: 5788:(4th ed.). Thomson/South-Western. p. 5693:HCI in Business: First International Conference 5247: 5171:Intermediate Advertising Effects: The MAC Model 4586: 4144:O'Guinn, T. C., Allen, C.T. and Semenik, R.J., 3716:Advertising management is a career path in the 3552: 2436:Short lead times (for production and insertion) 847: 602:Advertising and organisational responsibilities 6270:Advertising and Promotion: An IMC Perspective, 4885: 4883: 4797:Electronic Commerce Research and Applications, 4094:American Marketing Association (AMA), Online: 4037: 3567: 3450:: very rough drawings of the creative concept 3367:(i) relevant to the communications objectives; 3243:increase as the program moves closer to finals 2481:Longer life – more opportunities to notice ads 2025:Gross exaggeration to highlight unique benefit 1762: 994:through to action (purchase and consumption). 954: 6239:Wiley International Encyclopedia of Marketing 5262:Harrison, T.P., Lee, H.L. and Neale., J. J., 4956: 4667: 4620: 4618: 2533:High production values and big screen viewing 1783: 435: 6325:Solomon, M.R., Cornell, L.D. and Nizan, A., 5550:Parente, D. and Strausbaugh-Hutchinson, K., 5091:, Vol. 31 (October/November), 1991, pp 11–21 4862:Current Issues & Research in Advertising 4771:Journal of Personality and Social Psychology 4161:, New Delhi, Atlantic Publishers, 2004, p. 3 3588:Functional magnetic resonance imaging (FmRI) 3526:The amount of pupil dilation (also known as 2090:Focus on product class with emotional appeal 1868: 1859: 1535:4. Brand action intention (purchase intent): 1353: 6338:Fong, J., "The Meaning of Pupil Dilation," 6301:American Academy of Advertising Newsletter, 5785:Advertising and Integrated Brand Management 5210:Advertising and Integrated Brand Promotion, 4880: 4624: 4328:How Advertising Works: The Role of Research 3863:Advertising for special markets or products 2385:Some geographic and demographic selectivity 2153: 1929:The creative strategy is also known as the 1177:Rossiter and Percy's Communications Effects 6548:Melbourne, Australia, Pearson, 2012. p. 71 6474:Current Issues and Research in Advertising 6471: 6358:, Hanover, MA, Now Publishers, 2010, p. 70 6211:Australian Graduate School of Management, 5640: 5588: 5576:Nielsen, Advertising Expenditure, Online: 5519:, Vol. 43, no. 11/12, 2009, pp.1457 – 1476 5325:Advertising Management: Concepts and Cases 5208:O'Guinn, T., Allen,C., and Semenik, R.J., 4996:, Pacific Rim ed., Thomson, 2005, pp 13–17 4615: 4254: 4135:, 2d ed. New York: Irwin McGraw-Hill, 1998 3992:– one of the earliest advertising agencies 3899: 3811:List of most watched television broadcasts 3391:(ix) demonstrate reliability and validity; 2691: 2358:Consumers can avoid exposure (via zapping) 1751:: "Refer to website for nearest stockist" 1183:) → Purchase Intent→ Purchase Facilitation 442: 428: 6411:Selected Issues in Experimental Economics 5816:10th ed., Boston, MA, Cengage, 2011, p. 4 5554:5th ed., Boston, MA, Cengage, 2015 p. 171 4339:Advertising Association of United Kingdom 3509: 3382:(vi) test comparably finished executions; 3370:(ii) agree on how results are to be used; 2783:or T.A.R.P (Total Audience Rating Point). 2346:Cost of spots is high (in absolute terms) 2240: 1989:Explicit comparison of brand and rival(s) 1826:Motion pictures and videotape production 894:) → Brand cognition → Attitude to brand(A 631:Advertising's role in the promotional mix 5927: 5925: 5380:, 5th ed., India, Kindersley, pp 144–146 5264:The Practice of Supply Chain Management, 5248:Kotler, Philip; Armstrong, Gary (2005). 5223:Essentials of Marketing High Technology, 5186:, New York, M E Sharpe, 2006, pp 354–364 5158:Emotion and Reason in Consumer Behavior, 4927: 4925: 4733:, Chichester, Sussex, Wiley, 2013, p. 44 4548:Association of National Advertisers (US) 4133:Marketing: Principles & Perspectives 3571: 3494: 3437: 3422: 3276: 3262: 3012:Nielsen Media (US) and Kantar Media *** 2117: 1529:3. Brand preference (or brand attitude): 1435: 1413: 1330: 1309: 1284: 1229:Foote, Cone, Belding (FCB) planning grid 1186: 968: 851: 810: 766: 748: 656: 634: 605: 533: 453: 6122:, Volume 1, Kluwer Academic, 1998, p. 8 5717: 5376:Batra, R., Myers, J.G and Aaker, D.A., 5147:, 26 (January/February), 1986, pp 27–30 5134:, 26 (January/February), 1986, pp 27–30 4992:Chitty, W., Baker, N. and Shimp, T.A., 4812:, Oxford, Oxford University Press, 1992 4218:https://www.ana.net/blogs/show/id/26944 3806:List of most-listened-to radio programs 2224:To reach 50% of women aged 18–25 years. 1602:: "For fast, sure pain relief, Anacin" 1344: 1307:can help to create an up-market image. 6580: 6398:Dictionary of Marketing Communications 6329:NY, Flat World Knowledge, n.d., p. 108 6228:2nd ed., Thousand Oaks, CA, Sage, 2011 6167:"How to Become an Advertising Manager" 5682:2014, pp 236–237 Date: 8 December 2014 5402:Based on Rossiter, J and Bellman, S., 4255:Gianatasio, David (16 December 2015). 4235: 4191: 3703:Advertising return on investment (ROI) 3246:** Rates for Mon-Fri programs such as 2959:Broadcasters' Audience Research Board 1225:because of their ease of application. 6546:Advertising: Principles and Practice, 6009:New York, Peter Lang, 2007, pp 75–101 5961:, London, Routledge, 1995, pp 119–120 5922: 5906:Great Britain, Kogan Page, 2000 p. 23 5645:. Juta and Company Ltd. p. 134. 5406:, Pearson Australia, 2005, pp 103–120 5393:, Pearson Australia, 2005, pp 103–120 5327:, New Delhi, McGraw-Hill, 2008, p. 76 5283: 4981:Marketing: Real People, Real Choices, 4931: 4922: 4891:International Journal of Advertising, 4038:Richards, J.I.; Curran, C.M. (2002). 4010: 3594:Functional magnetic resonance imaging 2427:High level of frequency and immediacy 1992:Use with care in competitive markets 1556:Communication/ Advertising Objective 1215: 1163:Lavidge et al.'s Hierarchy of Effects 1139:: Awareness→ Interest→ Desire→ Action 906: 6522:, Belmont, CA, Thomson, 2008, p. 459 6272:New Delhi, McGraw-Hill, 2009, p. 873 5902:Sutherland, M. and Sylvester, A.K., 5825: 5349: 2661:Potential for two-way communications 6374:Measuring Advertising Effectiveness 6252:"Ipsos Encyclopedia – Copy Testing" 6078:Integrated Marketing Communications 5893:, Vol. 24, no. 4, 1984, I-9 to I-11 5221:William L. Shanklin, John K. Ryans 4994:Integrated Marketing Communications 4562:The Ultimate Secrets of Advertising 4011:Kadia, Shriram (15 December 2022). 3796:Integrated marketing communications 3385:(vii) control the exposure context; 3320:Measuring advertising effectiveness 2917:Sources of Broadcast Audience Data 1427:for an advertising message and the 761:integrated marketing communications 519:Measuring advertising effectiveness 13: 6555: 6520:Social Psychology and Human Nature 6518:Baumeister, R.F. and Bushman, B., 6356:Eye Tracking for Visual Marketing, 5812:Drewniany, B.L. and Jewler, A.J., 5680:Developments in Marketing Science, 5241: 4959:"Advertising Communication Models" 4936:(2 ed.). NTC Business Books. 4906:, 5 (1), April–July 2012, p. 73-85 4523:New Jersey: Lawrence Erlbaum, 1996 4506:Belch, G. E., & Belch, M. A., 4330:, Thousand Oaks, CA,1998, pp 25–30 3388:(viii) define the relevant sample; 2462: 2424:Broad coverage of national markets 2408: 2382:High levels of reach and frequency 2290:Overview of Main Advertising Media 1850:Computer & software wholesale 1630:Associate brand name with category 14: 6614: 6283:"Ipsos Encyclopedia – Storyboard" 6118:Rossiter, J.R and Danaher, P.J., 6091:The SAGE Handbook of Advertising, 5987:, London, Routledge, 1995, p. 124 5974:, London, Routledge, 1995, p. 123 5935:, London, Routledge, 1995, p. 102 5238:, Vol. 11 no. 4, 1990, pp 16 – 20 5065:, vol. 53, October, 1989 pp 1 -23 4864:vol. 10, no. 2, 1987, pp. 251–295 4577:, Vol. 10, No. 3, 1976 pp.109–126 4206:from the original on 8 July 2018. 3521: 2574:bus, train, tram, cable-car, taxi 2530:Captive audience – high attention 2478:Able to select targeted audiences 2103: 1640:Paired category-brand association 1410:Target market and target audience 1374:Overall communications objectives 567:* Secondly, advertising employs 509:: What do we want to say to them? 6538: 6525: 6512: 6500: 6465: 6450: 6437: 6424: 6403: 6400:, Thousand Oaks, CA, Sage, p. 83 6390: 6376:. Psychology Press. p. 30. 6361: 6348: 6332: 6319: 6306: 6293: 6275: 6262: 6244: 6231: 6218: 6205: 6202:Hoboken, NJ, Wiley, 2008, p. 117 6192: 6159: 6125: 6112: 6099: 6083: 6070: 6051: 6038: 6035:, London, Routledge, 1995, p. 68 6025: 6012: 5999: 5990: 5977: 5964: 5951: 5938: 5909: 5896: 5883: 5870: 5867:, vol. 37, no. 4, 1997, pp 14–17 5857: 5844: 5819: 5814:Creative Strategy in Advertising 5806: 5775: 5762: 5749: 5736: 5711: 5698: 5685: 5672: 5591:The SAGE Handbook of Advertising 5314:, Lansdowne, South Africa, p. 88 5197:Strategic Advertising Management 5119:Journal of Advertising Research, 5106:Advances in Advertising Research 4707:, vol. 57, no. 3, 1993, pp 83–94 3801:List of magazines by circulation 3616:Starch scores were developed by 3611: 3379:(v) consider multiple exposures; 2919:( Main English speaking markets) 2644: 2600: 2559: 2510: 2379:Spots are relatively inexpensive 2365: 2313: 1964:Typology of Creative Strategies 1842:Computer & office equipment 1553:Target Consumer's State of Mind 16:Part of the advertising industry 6107:Journal of Advertising Research 6076:Pickton, D. and Broderick, A., 5891:Journal of Advertising Research 5865:Journal of Advertising Research 5852:Journal of Advertising Research 5768:Masterson, R, and Pickton, D,. 5759:vol. 18, no. 1, 1989, pp 36–41. 5708:vol. 18, no. 1, 1989, pp 36–41. 5659: 5634: 5615: 5582: 5570: 5557: 5544: 5522: 5509: 5496: 5487: 5468: 5435: 5422: 5409: 5396: 5383: 5370: 5343: 5330: 5317: 5304: 5277: 5256: 5228: 5215: 5202: 5189: 5176: 5163: 5160:Oxon, Routledge, 2011, pp 26–38 5150: 5145:Journal of Advertising Research 5137: 5132:Journal of Advertising Research 5124: 5111: 5094: 5089:Journal of Advertising Research 5081: 5068: 5055: 5012: 4999: 4986: 4973: 4950: 4909: 4896: 4867: 4854: 4841: 4828: 4815: 4802: 4789: 4762: 4749: 4736: 4723: 4710: 4697: 4694:Vol. 53, No. 2, 1989, pp. 48–65 4684: 4661: 4580: 4567: 4554: 4536: 4526: 4513: 4500: 4481: 4462: 4443: 4424: 4412: 4393: 4374: 4355: 4342: 4333: 4320: 4301: 4283: 4267: 4248: 4229: 4210: 4192:Elliot, Stuart (29 July 1998). 4185: 4176: 4122:, Orlando, FL: The Dryden Press 4017:. Springer Nature. p. 23. 3602: 3533: 3427:A template used for storyboards 3401: 3168:Saturday Night College Football 3075: 1452:Devising advertising objectives 1399:position or re-position a brand 947:This path is also known as the 807:Theories of advertising effects 574:* Thirdly, advertising has an 6565:, 10 August 2012, <Online: 6486:10.1080/01633392.1982.10505321 6314:Advances in Consumer Research, 6303:Vol, 6, No. 2, 2010, pp 1, 3–5 5350:Egan, John (20 October 2014). 5009:Vol. 17, no. 2, 1995, pp 53–67 4893:vol 9, no.2, 1990, pp. 121–135 4164: 4151: 4138: 4125: 4118:Czinkota, M.R. et al. (2000), 4112: 4100: 4088: 4059:10.1080/00913367.2002.10673667 4031: 4004: 3879:Political advertising campaign 3874:Advertising in the Middle East 3358: 3059:* Also see Nielsen Media, for 2998:Broadcast Authority of Ireland 2670:Able to reach global audiences 2621:Able to reach mobile audiences 2484:High quality production values 2327:Excellent mass market coverage 1925:Devising the creative strategy 1793:sales to less than 1 percent. 949:peripheral route to persuasion 544:American Marketing Association 507:Message (or creative) strategy 1: 6285:. 19 May 2016. Archived from 6254:. 29 May 2016. Archived from 5826:Hall, Robert William (1991). 5517:European Journal of Marketing 5389:Rossiter, J and Bellman, S., 4963:Advances in Consumer Research 4674:Advances in Consumer Research 4575:European Journal of Marketing 4487:Business Dictionary, Online: 4361:Business Dictionary, Online: 4307:Business Dictionary, Online: 4236:Parekh, Rupal (18 May 2009). 3997: 3911:Coca-Cola's Hillsong campaign 3751:Attitude-toward-the-ad models 3648:Day-after-recall tests (DARs) 3576:EEG testing is more invasive. 3239:* Rates for programs such as 3061:Trends in Canadian TV Viewing 2956:Radio Joint Audience Research 2827:People Using Television (PUT) 2801:Audience movement by session: 2680:Creativity can be a challenge 2637:Creativity can be a challenge 2593:Creativity can be a challenge 2546:Creativity can be challenging 2527:Able to reach youth audiences 2267:Concentrated channel strategy 1669:Change to moderate preference 1569:Category need already present 560:* Firstly, advertising is a 6342:6 December 2012 <Online: 6080:, Prentice-Hall,2001. p. 671 5474:Business Dictionary Online, 5252:. New Jersey: Prentice Hall. 5236:Journal of Business Strategy 5225:Lexington Books, 1987 p. 217 5102:Service Marketing Quarterly, 4851:Cheltenham 1999, pp 310–314. 4718:Journal of Consumer Research 4430:Business Dictionary, Online: 3786:Elaboration likelihood model 3553:Galvanic skin response (GSR) 3373:(iii) use multiple measures; 2984:Nielsen Media Research's RAM 2875:Average page views per visit 2590:Minimal audience selectivity 2401:Non-standard rate structures 1559:Advertising Message Example 941:) → Purchase Intention (PI). 848:Cognitive information models 826:cognitive information models 548:American Heritage Dictionary 503:: Who do we want to talk to? 7: 5718:Chernev, Alexander (2015). 5444:Budgeting Basics and Beyond 4783:10.1037/0022-3514.51.5.1032 4157:Tyagi,C.L. and Kumar, A.M, 3733: 3679: 3568:Electroencephalograph (EEG) 3412: 3127:Day not stated, prime-time 3047:Broadcast Research Council 2813:Cumulative audience (CUME): 2624:Good creative possibilities 2273:Dispersion channel strategy 2247:Advertising media selection 2215:Gross Ratings Points (GRPs) 1763:Setting advertising budgets 1711:Generate purchase-intention 1678:Reinforce strong preference 1206:product or brand life-cycle 955:Hierarchy of effects models 876:central route to persuasion 865:consumers with information 10: 6619: 6354:Wedel,M. and Pieters, R., 5854:, March/April, 1997, 11–20 5770:Marketing: An Introduction 5720:Strategic Brand Management 5338:Defining Advertising Goals 5310:Koekemoer,L. and Bird, S., 5290:. Routledge. p. 295. 5250:Marketing: An Introduction 4639:10.2753/JOA0091-3367360101 4601:10.1177/002224299906300103 4519:Thorson,E. and Moore, J., 3960:David Ogilvy (businessman) 3856:Sustainability advertising 3711: 3683: 3591: 3556: 3537: 3498: 3416: 3323: 3113:Rate (per 30 second spot) 3079: 3044:Broadcast Research Council 2945:Commercial Radio Australia 2847:Internet and digital media 2840:Opportunities to see (OTS) 2718:National Readership Survey 2695: 2653:Internet-based and digital 2244: 2157: 2107: 1998:Unique Selling Proposition 1911:all available funds method 1784:Percentage-of-sales method 1739:Omit purchase-facilitation 1455: 958: 937:) → Attitude to Brand (A 898:) →Purchase Intention (PI) 834:hierarchy of effect models 501:Target audience definition 366:Promotional representative 6215:, Vol. 92, Issue 20, 1992 5919:McGraw-Hill, 2008, p. 193 5722:. USA: Cerebellum Press. 5641:du Plessis, D.F. (2000). 5599:10.4135/9781848607897.n20 5452:10.1002/9781118106754.ch1 4919:, October, 1961, pp 59–62 4810:Explaining Buyer Behavior 4759:, May–June, 2002, pp 7–17 4277:, 17 April 2015, Online: 4120:Marketing: Best Practices 3697:repetition with variation 2524:Some audience selectivity 2487:Can add to brand prestige 2349:Production costs are high 2036:Focus on product category 1869:Competitive parity method 1860:Objective and task method 1701:High-involvement decision 1541:5. Purchase facilitation: 1354:Review the marketing plan 515:: How will we reach them? 6447:London, Sage, 2002, p. 5 6372:. In Wells, W.D. (ed.). 6268:Shah,K. and D'Souza, A., 6064:20 December 2016 at the 6033:The Advertising Handbook 5985:The Advertising Handbook 5972:The Advertising Handbook 5959:The Advertising Handbook 5933:The Advertising Handbook 5628:20 December 2016 at the 5538:20 December 2016 at the 5353:Marketing Communications 5312:Marketing Communications 5121:vol. 20 no. 5, pp 27–33. 5076:Business Strategy Review 5033:10.1177/0956797611436349 4823:Branding and Advertising 4720:, vol 10, 1983, 135–146. 4494:20 December 2016 at the 4475:26 November 2016 at the 4456:27 November 2016 at the 4406:27 November 2016 at the 4387:21 November 2016 at the 4368:22 November 2016 at the 4314:27 November 2016 at the 3816:Marketing communications 3771:Criticism of advertising 2154:Setting media objectives 1818:Transportation services 1698:Low-involvement decision 1672:Create strong preference 1575:No or weak category need 797:Relationship integration 6138:Harvard Business Review 6120:Advanced Media Planning 6109:, July–Aug. 1997, p. 44 5757:Journal of Advertising, 5706:Journal of Advertising, 5563:C.L. Tyagi, Arun Kumar 5481:2 December 2016 at the 5446:. 2015. pp. 1–20. 5284:Varey, Richard (2002). 4932:Dutka, Solomon (1995). 4877:Vol. 1, 2013, pp 37–44. 4799:vol. 10, 2011, pp 49–58 4170:Marketing Definitions, 3966:Charles Coolidge Parlin 3900:Award winning campaigns 3869:Advertising to children 3836:Positioning (marketing) 2898:Rate of return visitors 2797:potential market reach. 2692:Media audience research 2667:Pay per number of views 2455:Poor production quality 1708:Omit purchase-intention 793:Stakeholder integration 789:Coordinated integration 361:Promotional merchandise 346:Out-of-home advertising 135:Account-based marketing 6593:Advertising techniques 5830:. NTC Business Books. 5565:Advertising Management 5432:Lasgeorges Books, 2013 5378:Advertising Management 4757:Journal of Advertising 4746:Springer, 2004, p. 135 4627:Journal of Advertising 4418:Cambridge Dictionary, 4159:Advertising Management 4047:Journal of Advertising 3791:History of advertising 3577: 3564:to capture attention. 3559:Galvanic skin response 3510:Physiological measures 3443: 3428: 3282: 3268: 3130:$ 360,000 – $ 490,000 2490:High pass-along effect 2467: 2413: 2259:channel strategy or a 2241:Media channel strategy 2123: 1419: 1315: 1290: 1238:The FCB Planning Grid 1192: 974: 861: 816: 785:Functional integration 772: 754: 662: 640: 611: 569:non-personal channels 539: 464:Advertising management 460: 170:Horizontal integration 6588:Advertising campaigns 6057:Business Dictionary, 5621:Business Dictionary, 5021:Psychological Science 4838:, Homewood, Ill. 1963 4449:Business Dictionary, 4437:12 April 2016 at the 4399:Business Dictionary, 4380:Business Dictionary, 3884:Cosmetics advertising 3582:electroencephalograph 3575: 3501:Projective techniques 3495:Projective techniques 3441: 3426: 3280: 3266: 3191:Thursday, prime-time 3175:Saturday, prime-time 3136:Sunday Night Football 3110:Broadcast Day / Time 2706:Newspaper circulation 2466: 2452:Limited use of colour 2412: 2355:Short life; ephemeral 2121: 2033:Generic informational 1749:Purchase-facilitation 1725:Purchase Facilitation 1436:Push vs pull strategy 1417: 1338:consumer neuroscience 1331:Hierarchy-free models 1313: 1288: 1190: 972: 855: 842:hierarchy-free models 814: 770: 752: 676:Branded entertainment 660: 638: 609: 537: 457: 356:Product demonstration 208:Corporate anniversary 6603:Communication design 6598:Audience measurement 6506:Ipsos, Encyclopedia, 6258:on 20 December 2016. 5593:. pp. 316–332. 5063:Journal of Marketing 4917:Journal of Marketing 4836:Marketing Management 4808:O’Shaughnessy, J., 4705:Journal of Marketing 4692:Journal of Marketing 4589:Journal of Marketing 4468:Business Dictionary, 3930:N. W. Ayer & Son 3756:Audience measurement 3741:Advertising campaign 3326:Advertising research 3227:$ 48,800 – $ 65,000 3224:Mon-Fri, Late-night 3207:Tuesday, prime-time 2764:Readership profiles: 2702:Magazine circulation 2698:Audience measurement 1572:Latent category need 1368:advertising campaign 1345:Advertising planning 856:A directory such as 371:Visual merchandising 301:Behavioral targeting 175:Vertical integration 155:Influencer marketing 6432:Advertising Theory, 5529:Business Dictionary 4223:8 July 2018 at the 3889:Tobacco advertising 3159:Sunday, prime-time 3143:Sunday, prime-time 3100: 2921: 2794:Audience potential: 2673:Selective targeting 2664:Relatively low cost 2583:Relatively low cost 2536:Relatively low cost 2292: 2203:Effective frequency 2160:Reach (advertising) 1965: 1903:market share method 1798: 1675:Increase preference 1659:Moderate preference 1653:Negative preference 1549: 1239: 1143:Modified AIDA model 321:In-game advertising 311:Display advertising 187:Promotional content 6171:The Economic Times 5356:. pp. 42–43. 4200:The New York Times 3831:Online advertising 3826:Native advertising 3761:Consumer behaviour 3578: 3444: 3429: 3283: 3269: 3098: 3009:Nielsen (Malaysia) 2988:TAM Media Research 2916: 2882:Click through rate 2468: 2414: 2288: 2263:channel strategy: 2124: 1963: 1805:Ad-to-sales ratio 1796: 1717:Purchase-intention 1694:Purchase Intention 1547: 1420: 1316: 1291: 1276:4. Do→Feel→ Learn 1237: 1216:Integrative models 1193: 975: 907:Pure affect models 862: 838:integrative models 830:pure affect models 817: 773: 755: 663: 641: 612: 576:identified sponsor 540: 461: 404:Marketing research 341:Online advertising 331:Native advertising 326:Mobile advertising 278:Sex in advertising 95:Consumer behaviour 6419:978-3-319-28419-4 6173:. 19 March 2024. 4024:978-981-19-5118-3 3990:J Walter Thompson 3948:E. St. Elmo Lewis 3851:Shock advertising 3781:Digital promotion 3776:Digital marketing 3544:AttentionTracking 3231: 3230: 3200:The Biggest Loser 3104:Program/ Network 3051: 3050: 2834:Out-of-home media 2807:Audience profile: 2777:Average audience: 2725:industry currency 2689: 2688: 2549:Minimal frequency 2503:Limited frequency 2278:advertising media 2097: 2096: 1938:in a unique way. 1931:message strategy. 1919:marginal analysis 1915:affordable method 1907:unit sales method 1857: 1856: 1756: 1755: 1662:Strong preference 1619:Brand recognition 1517:1. Category Need: 1402:educate customers 1396:encourage loyalty 1390:increase purchase 1280: 1279: 1273:3. Do→Learn→Feel 1265:2. Feel→Learn→Do 1259:High-involvement 1156:AISDALSLove model 933:Attitude to Ad (A 781:Image integration 717:Product placement 452: 451: 414:Consumer research 295:Promotional media 283:Underwriting spot 258:Product placement 238:On-hold messaging 228:Loyalty marketing 145:Product marketing 140:Digital marketing 6610: 6549: 6542: 6536: 6529: 6523: 6516: 6510: 6504: 6498: 6497: 6469: 6463: 6459:, Encyclopedia, 6454: 6448: 6441: 6435: 6428: 6422: 6407: 6401: 6394: 6388: 6387: 6365: 6359: 6352: 6346: 6336: 6330: 6323: 6317: 6310: 6304: 6297: 6291: 6290: 6289:on 12 June 2018. 6279: 6273: 6266: 6260: 6259: 6248: 6242: 6235: 6229: 6222: 6216: 6209: 6203: 6196: 6190: 6189: 6187: 6185: 6163: 6157: 6156: 6154: 6152: 6129: 6123: 6116: 6110: 6103: 6097: 6094:Gerard J. Tellis 6087: 6081: 6074: 6068: 6055: 6049: 6042: 6036: 6029: 6023: 6016: 6010: 6003: 5997: 5994: 5988: 5981: 5975: 5968: 5962: 5955: 5949: 5942: 5936: 5929: 5920: 5913: 5907: 5900: 5894: 5887: 5881: 5874: 5868: 5861: 5855: 5848: 5842: 5841: 5823: 5817: 5810: 5804: 5803: 5779: 5773: 5766: 5760: 5753: 5747: 5740: 5734: 5733: 5715: 5709: 5702: 5696: 5689: 5683: 5676: 5670: 5663: 5657: 5656: 5638: 5632: 5619: 5613: 5612: 5586: 5580: 5574: 5568: 5561: 5555: 5548: 5542: 5526: 5520: 5513: 5507: 5500: 5494: 5491: 5485: 5472: 5466: 5465: 5439: 5433: 5426: 5420: 5413: 5407: 5400: 5394: 5387: 5381: 5374: 5368: 5367: 5347: 5341: 5334: 5328: 5321: 5315: 5308: 5302: 5301: 5281: 5275: 5266:Springer, 2003, 5260: 5254: 5253: 5245: 5239: 5232: 5226: 5219: 5213: 5206: 5200: 5193: 5187: 5180: 5174: 5167: 5161: 5154: 5148: 5141: 5135: 5128: 5122: 5115: 5109: 5098: 5092: 5085: 5079: 5072: 5066: 5059: 5053: 5052: 5016: 5010: 5003: 4997: 4990: 4984: 4977: 4971: 4970: 4954: 4948: 4947: 4929: 4920: 4913: 4907: 4900: 4894: 4887: 4878: 4871: 4865: 4858: 4852: 4845: 4839: 4832: 4826: 4819: 4813: 4806: 4800: 4793: 4787: 4786: 4777:(5): 1032–1043. 4766: 4760: 4753: 4747: 4740: 4734: 4727: 4721: 4714: 4708: 4701: 4695: 4688: 4682: 4681: 4665: 4659: 4658: 4622: 4613: 4612: 4584: 4578: 4571: 4565: 4558: 4552: 4551: 4540: 4534: 4530: 4524: 4517: 4511: 4504: 4498: 4485: 4479: 4466: 4460: 4447: 4441: 4428: 4422: 4416: 4410: 4397: 4391: 4378: 4372: 4359: 4353: 4352:Kogan Page, 2007 4346: 4340: 4337: 4331: 4324: 4318: 4305: 4299: 4298: 4296: 4287: 4281: 4271: 4265: 4264: 4252: 4246: 4245: 4233: 4227: 4214: 4208: 4207: 4197: 4189: 4183: 4180: 4174: 4168: 4162: 4155: 4149: 4142: 4136: 4129: 4123: 4116: 4110: 4104: 4098: 4092: 4086: 4085: 4083: 4081: 4076:on 13 April 2020 4075: 4069:. Archived from 4044: 4035: 4029: 4028: 4008: 3936:William Bernbach 3746:Account planning 3727:account managers 3722:public relations 3101: 3097: 2922: 2915: 2861:: The number of 2648: 2604: 2563: 2514: 2369: 2317: 2293: 2287: 2045:Transformational 1966: 1962: 1935:creative concept 1810:Health services 1799: 1795: 1770:managerial style 1685:Brand Preference 1649:Brand Preference 1550: 1546: 1270:Low-involvement 1262:1. Learn→Feel→Do 1247:Type of Decision 1240: 1236: 1137:Basic AIDA model 701:Direct marketing 693:Personal selling 684:Public relations 485:(which involves 444: 437: 430: 409:Mystery shopping 306:Brand ambassador 243:Personal selling 233:Mobile marketing 213:Direct marketing 198:Ambush marketing 165:Annoyance factor 150:Social marketing 100:Consumer culture 80:Brand management 21: 20: 6618: 6617: 6613: 6612: 6611: 6609: 6608: 6607: 6578: 6577: 6558: 6556:Further reading 6553: 6552: 6543: 6539: 6530: 6526: 6517: 6513: 6505: 6501: 6470: 6466: 6455: 6451: 6442: 6438: 6429: 6425: 6408: 6404: 6395: 6391: 6384: 6366: 6362: 6353: 6349: 6337: 6333: 6324: 6320: 6311: 6307: 6298: 6294: 6281: 6280: 6276: 6267: 6263: 6250: 6249: 6245: 6236: 6232: 6223: 6219: 6210: 6206: 6198:Powell, G. R., 6197: 6193: 6183: 6181: 6165: 6164: 6160: 6150: 6148: 6130: 6126: 6117: 6113: 6104: 6100: 6088: 6084: 6075: 6071: 6066:Wayback Machine 6056: 6052: 6048:26 October 2009 6043: 6039: 6030: 6026: 6022:26 October 2009 6017: 6013: 6004: 6000: 5995: 5991: 5982: 5978: 5969: 5965: 5956: 5952: 5943: 5939: 5930: 5923: 5914: 5910: 5901: 5897: 5888: 5884: 5875: 5871: 5862: 5858: 5849: 5845: 5838: 5824: 5820: 5811: 5807: 5800: 5780: 5776: 5767: 5763: 5754: 5750: 5741: 5737: 5730: 5716: 5712: 5703: 5699: 5690: 5686: 5677: 5673: 5664: 5660: 5653: 5639: 5635: 5630:Wayback Machine 5620: 5616: 5609: 5587: 5583: 5575: 5571: 5562: 5558: 5549: 5545: 5540:Wayback Machine 5527: 5523: 5514: 5510: 5501: 5497: 5492: 5488: 5483:Wayback Machine 5473: 5469: 5462: 5441: 5440: 5436: 5428:George, L. 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processing 1231: 1218: 1182: 992:brand awareness 967: 957: 940: 936: 923: 919: 909: 897: 893: 850: 809: 733:Event marketing 725:Sales promotion 645:promotional mix 633: 617:in-house agency 604: 595:market research 528: 448: 419: 418: 399:Market research 394: 386: 385: 296: 288: 287: 273:Sales promotion 188: 180: 179: 75:Brand licensing 45: 17: 12: 11: 5: 6616: 6606: 6605: 6600: 6595: 6590: 6576: 6575: 6571: 6570: 6557: 6554: 6551: 6550: 6537: 6524: 6511: 6499: 6464: 6449: 6436: 6423: 6402: 6396:Govoni, N.A., 6389: 6382: 6360: 6347: 6340:The Scientist, 6331: 6318: 6305: 6292: 6274: 6261: 6243: 6230: 6217: 6204: 6191: 6158: 6124: 6111: 6098: 6082: 6069: 6059:media schedule 6050: 6037: 6024: 6011: 5998: 5989: 5976: 5963: 5950: 5937: 5921: 5908: 5895: 5882: 5876:Naples, M.J., 5869: 5856: 5843: 5836: 5818: 5805: 5798: 5774: 5761: 5748: 5735: 5729:978-1936572298 5728: 5710: 5697: 5684: 5671: 5658: 5651: 5633: 5614: 5607: 5581: 5569: 5556: 5543: 5521: 5508: 5495: 5486: 5467: 5460: 5434: 5421: 5408: 5395: 5382: 5369: 5362: 5342: 5336:Colley, R.H., 5329: 5316: 5303: 5296: 5276: 5255: 5240: 5227: 5214: 5201: 5188: 5175: 5162: 5149: 5136: 5123: 5110: 5093: 5080: 5067: 5054: 5027:(6): 578–581. 5011: 4998: 4985: 4972: 4949: 4942: 4921: 4908: 4895: 4879: 4866: 4853: 4840: 4827: 4814: 4801: 4788: 4761: 4748: 4735: 4722: 4709: 4696: 4683: 4660: 4614: 4579: 4566: 4553: 4535: 4525: 4512: 4499: 4480: 4461: 4442: 4423: 4411: 4392: 4373: 4354: 4341: 4332: 4319: 4300: 4282: 4266: 4247: 4228: 4209: 4184: 4175: 4163: 4150: 4137: 4124: 4111: 4099: 4087: 4030: 4023: 4002: 4001: 3999: 3996: 3994: 3993: 3987: 3981: 3975: 3969: 3963: 3957: 3954:Arthur Nielsen 3951: 3945: 3942:Ernest Dichter 3939: 3933: 3926: 3924: 3921: 3920: 3919: 3916:Slip-Slop-Slap 3913: 3908: 3901: 3898: 3897: 3896: 3891: 3886: 3881: 3876: 3871: 3864: 3861: 3859: 3858: 3853: 3848: 3846:Share of voice 3843: 3838: 3833: 3828: 3823: 3818: 3813: 3808: 3803: 3798: 3793: 3788: 3783: 3778: 3773: 3768: 3766:Creative brief 3763: 3758: 3753: 3748: 3743: 3737: 3735: 3732: 3713: 3710: 3704: 3701: 3681: 3678: 3677: 3676: 3669: 3662: 3659:Unaided recall 3649: 3646: 3645: 3644: 3637: 3630: 3613: 3610: 3604: 3601: 3589: 3586: 3569: 3566: 3554: 3551: 3535: 3532: 3523: 3522:Pupil dilation 3520: 3511: 3508: 3496: 3493: 3492: 3491: 3484: 3483: 3476: 3475: 3468: 3467: 3460: 3459: 3452: 3451: 3414: 3411: 3403: 3400: 3396: 3395: 3392: 3389: 3386: 3383: 3380: 3377: 3374: 3371: 3368: 3360: 3357: 3356: 3355: 3354: 3353: 3344: 3343: 3342: 3341: 3321: 3318: 3309: 3308: 3302: 3296: 3290: 3260: 3257: 3256: 3255: 3254: 3253: 3252: 3251: 3244: 3229: 3228: 3225: 3222: 3219: 3212: 3211: 3208: 3205: 3202: 3196: 3195: 3192: 3189: 3186: 3180: 3179: 3176: 3173: 3170: 3164: 3163: 3160: 3157: 3154: 3148: 3147: 3144: 3141: 3138: 3132: 3131: 3128: 3125: 3122: 3115: 3114: 3111: 3108: 3105: 3080:Main article: 3077: 3074: 3073: 3072: 3069: 3066: 3063: 3057: 3049: 3048: 3045: 3042: 3038: 3037: 3032: 3029: 3025: 3024: 3023:Think TV **** 3021: 3018: 3014: 3013: 3010: 3007: 3003: 3002: 2999: 2996: 2992: 2991: 2985: 2982: 2978: 2977: 2971: 2965: 2961: 2960: 2957: 2954: 2950: 2949: 2946: 2943: 2939: 2938: 2933: 2928: 2910: 2909: 2901: 2895: 2891:Cost per click 2887: 2878: 2872: 2866: 2856: 2844: 2843: 2831: 2830: 2824: 2815:The number of 2810: 2804: 2798: 2791: 2784: 2768: 2767: 2761: 2755: 2693: 2690: 2687: 2686: 2685: 2684: 2681: 2676: 2675: 2674: 2671: 2668: 2665: 2662: 2659: 2649: 2641: 2640: 2639: 2638: 2635: 2630: 2629: 2628: 2625: 2622: 2605: 2597: 2596: 2595: 2594: 2591: 2586: 2585: 2584: 2581: 2564: 2556: 2555: 2554: 2553: 2550: 2547: 2542: 2541: 2540: 2537: 2534: 2531: 2528: 2525: 2515: 2507: 2506: 2505: 2504: 2501: 2498: 2493: 2492: 2491: 2488: 2485: 2482: 2479: 2469: 2459: 2458: 2457: 2456: 2453: 2450: 2447: 2444: 2439: 2438: 2437: 2434: 2431: 2428: 2425: 2415: 2405: 2404: 2403: 2402: 2399: 2394: 2393: 2392: 2389: 2386: 2383: 2380: 2370: 2362: 2361: 2360: 2359: 2356: 2353: 2350: 2347: 2344: 2339: 2338: 2337: 2336:Good attention 2334: 2331: 2328: 2318: 2310: 2309: 2304: 2299: 2282: 2281: 2274: 2271: 2268: 2242: 2239: 2219: 2218: 2212: 2206: 2200: 2194: 2184: 2183: 2180: 2177: 2164:Media planning 2155: 2152: 2147: 2146: 2142: 2141: 2137: 2136: 2132: 2131: 2105: 2104:Media planning 2102: 2095: 2094: 2091: 2088: 2084: 2083: 2080: 2077: 2073: 2072: 2069: 2066: 2062: 2061: 2059: 2056: 2052: 2051: 2049: 2047: 2041: 2040: 2037: 2034: 2030: 2029: 2026: 2023: 2019: 2018: 2015: 2012: 2008: 2007: 2004: 2001: 1994: 1993: 1990: 1987: 1983: 1982: 1977: 1972: 1953: 1952: 1949: 1926: 1923: 1895: 1894: 1891: 1888: 1885: 1882: 1870: 1867: 1861: 1858: 1855: 1854: 1851: 1847: 1846: 1843: 1839: 1838: 1835: 1831: 1830: 1827: 1823: 1822: 1819: 1815: 1814: 1811: 1807: 1806: 1803: 1785: 1782: 1764: 1761: 1754: 1753: 1745: 1744: 1743: 1740: 1735: 1734: 1733: 1730: 1721: 1720: 1714: 1713: 1712: 1709: 1704: 1703: 1702: 1699: 1690: 1689: 1681: 1680: 1679: 1676: 1673: 1670: 1665: 1664: 1663: 1660: 1657: 1654: 1645: 1644: 1636: 1635: 1634: 1631: 1628: 1623: 1622: 1621: 1616: 1605: 1604: 1600:Pain avoidance 1596: 1595: 1594: 1590: 1589: 1586: 1583: 1578: 1577: 1576: 1573: 1570: 1561: 1560: 1557: 1554: 1545: 1544: 1538: 1532: 1526: 1520: 1479:chievable and 1462:SMART criteria 1453: 1450: 1437: 1434: 1411: 1408: 1404: 1403: 1400: 1397: 1394: 1391: 1375: 1372: 1355: 1352: 1346: 1343: 1332: 1329: 1278: 1277: 1274: 1271: 1267: 1266: 1263: 1260: 1256: 1255: 1252: 1249: 1246: 1243: 1230: 1227: 1217: 1214: 1185: 1184: 1180: 1174: 1166: 1160: 1152: 1146: 1140: 1129: 1128: 1120: 1119: 1113: 1112: 1111: 1110: 1109: 1108: 1107: 1106: 1105: 1104: 1103: 1102: 1101: 1100: 1099: 1098: 1097: 1074: 1073: 1072: 1071: 1070: 1069: 1068: 1067: 1066: 1065: 1064: 1063: 1062: 1061: 1060: 1059: 1058: 1035: 1034: 1033: 1032: 1031: 1030: 1029: 1028: 1027: 1026: 1025: 1024: 1023: 1022: 1021: 1020: 1019: 956: 953: 945: 944: 943: 942: 938: 934: 921: 917: 908: 905: 900: 899: 895: 891: 888:Attitude to ad 886:Ad cognition→ 849: 846: 808: 805: 747: 746: 737: 729: 721: 713: 705: 697: 689: 680: 672: 632: 629: 603: 600: 582: 581: 580: 579: 572: 565: 527: 524: 523: 522: 516: 513:Media strategy 510: 504: 487:media planning 483:media strategy 450: 449: 447: 446: 439: 432: 424: 421: 420: 417: 416: 411: 406: 401: 395: 392: 391: 388: 387: 384: 383: 378: 373: 368: 363: 358: 353: 348: 343: 338: 333: 328: 323: 318: 316:Drip marketing 313: 308: 303: 297: 294: 293: 290: 289: 286: 285: 280: 275: 270: 265: 260: 255: 250: 245: 240: 235: 230: 225: 220: 215: 210: 205: 200: 195: 189: 186: 185: 182: 181: 178: 177: 172: 167: 162: 157: 152: 147: 142: 137: 132: 127: 122: 117: 112: 107: 102: 97: 92: 90:Communications 87: 82: 77: 72: 67: 62: 57: 52: 46: 43: 42: 39: 38: 37: 36: 28: 27: 15: 9: 6: 4: 3: 2: 6615: 6604: 6601: 6599: 6596: 6594: 6591: 6589: 6586: 6585: 6583: 6573: 6572: 6568: 6564: 6560: 6559: 6547: 6541: 6534: 6528: 6521: 6515: 6509: 6503: 6495: 6491: 6487: 6483: 6479: 6475: 6468: 6462: 6458: 6453: 6446: 6440: 6433: 6427: 6420: 6416: 6412: 6406: 6399: 6393: 6385: 6383:9781317779513 6379: 6375: 6371: 6364: 6357: 6351: 6345: 6341: 6335: 6328: 6322: 6315: 6309: 6302: 6296: 6288: 6284: 6278: 6271: 6265: 6257: 6253: 6247: 6240: 6234: 6227: 6221: 6214: 6208: 6201: 6195: 6180: 6176: 6172: 6168: 6162: 6147: 6143: 6139: 6135: 6128: 6121: 6115: 6108: 6102: 6095: 6092: 6086: 6079: 6073: 6067: 6063: 6060: 6054: 6047: 6041: 6034: 6031:Brierly, S., 6028: 6021: 6015: 6008: 6005:Bermejo, F., 6002: 5993: 5986: 5983:Brierly, S., 5980: 5973: 5970:Brierly, S., 5967: 5960: 5957:Brierly, S., 5954: 5947: 5941: 5934: 5931:Brierly, S., 5928: 5926: 5918: 5915:Jones, J.P., 5912: 5905: 5899: 5892: 5886: 5879: 5873: 5866: 5860: 5853: 5847: 5839: 5837:9780844231280 5833: 5829: 5822: 5815: 5809: 5801: 5799:9780324289565 5795: 5791: 5787: 5786: 5778: 5771: 5765: 5758: 5752: 5745: 5739: 5731: 5725: 5721: 5714: 5707: 5701: 5694: 5688: 5681: 5675: 5668: 5662: 5654: 5652:9780702155574 5648: 5644: 5637: 5631: 5627: 5624: 5618: 5610: 5608:9781412918879 5604: 5600: 5596: 5592: 5585: 5579: 5573: 5566: 5560: 5553: 5547: 5541: 5537: 5534: 5530: 5525: 5518: 5512: 5505: 5499: 5490: 5484: 5480: 5477: 5471: 5463: 5461:9781118106754 5457: 5453: 5449: 5445: 5438: 5431: 5425: 5418: 5412: 5405: 5399: 5392: 5386: 5379: 5373: 5365: 5363:9781473908628 5359: 5355: 5354: 5346: 5339: 5333: 5326: 5320: 5313: 5307: 5299: 5297:9781134581597 5293: 5289: 5288: 5280: 5273: 5272:0-387-24099-3 5269: 5265: 5259: 5251: 5244: 5237: 5231: 5224: 5218: 5211: 5205: 5198: 5192: 5185: 5179: 5172: 5166: 5159: 5153: 5146: 5140: 5133: 5127: 5120: 5114: 5107: 5103: 5097: 5090: 5084: 5077: 5071: 5064: 5058: 5050: 5046: 5042: 5038: 5034: 5030: 5026: 5022: 5015: 5008: 5002: 4995: 4989: 4982: 4976: 4968: 4964: 4960: 4953: 4945: 4943:9780844234229 4939: 4935: 4928: 4926: 4918: 4912: 4905: 4899: 4892: 4886: 4884: 4876: 4870: 4863: 4857: 4850: 4844: 4837: 4834:Howard, J.A. 4831: 4824: 4818: 4811: 4805: 4798: 4792: 4784: 4780: 4776: 4772: 4765: 4758: 4752: 4745: 4739: 4732: 4726: 4719: 4713: 4706: 4700: 4693: 4687: 4679: 4675: 4671: 4664: 4656: 4652: 4648: 4644: 4640: 4636: 4632: 4628: 4621: 4619: 4610: 4606: 4602: 4598: 4594: 4590: 4583: 4576: 4570: 4563: 4560:Jones, J.P., 4557: 4549: 4545: 4539: 4529: 4522: 4516: 4509: 4503: 4497: 4493: 4490: 4484: 4478: 4474: 4471: 4465: 4459: 4455: 4452: 4446: 4440: 4436: 4433: 4427: 4421: 4415: 4409: 4405: 4402: 4396: 4390: 4386: 4383: 4377: 4371: 4367: 4364: 4358: 4351: 4345: 4336: 4329: 4326:Jones, J.P., 4323: 4317: 4313: 4310: 4304: 4293: 4286: 4280: 4276: 4270: 4262: 4258: 4251: 4243: 4239: 4232: 4226: 4222: 4219: 4213: 4205: 4201: 4196: 4188: 4179: 4173: 4167: 4160: 4154: 4147: 4141: 4134: 4128: 4121: 4115: 4109: 4103: 4097: 4091: 4072: 4068: 4064: 4060: 4056: 4052: 4048: 4041: 4034: 4026: 4020: 4016: 4015: 4007: 4003: 3991: 3988: 3985: 3984:Daniel Starch 3982: 3979: 3976: 3973: 3972:Rosser Reeves 3970: 3967: 3964: 3961: 3958: 3955: 3952: 3949: 3946: 3943: 3940: 3937: 3934: 3931: 3928: 3927: 3917: 3914: 3912: 3909: 3907: 3904: 3903: 3895: 3892: 3890: 3887: 3885: 3882: 3880: 3877: 3875: 3872: 3870: 3867: 3866: 3857: 3854: 3852: 3849: 3847: 3844: 3842: 3839: 3837: 3834: 3832: 3829: 3827: 3824: 3822: 3819: 3817: 3814: 3812: 3809: 3807: 3804: 3802: 3799: 3797: 3794: 3792: 3789: 3787: 3784: 3782: 3779: 3777: 3774: 3772: 3769: 3767: 3764: 3762: 3759: 3757: 3754: 3752: 3749: 3747: 3744: 3742: 3739: 3738: 3731: 3728: 3723: 3719: 3709: 3700: 3698: 3694: 3687: 3674: 3670: 3667: 3663: 3660: 3656: 3655: 3654: 3642: 3638: 3635: 3631: 3628: 3624: 3623: 3622: 3619: 3618:Daniel Starch 3612:Starch scores 3609: 3600: 3595: 3585: 3583: 3574: 3565: 3560: 3550: 3545: 3541: 3531: 3529: 3519: 3516: 3507: 3502: 3489: 3486: 3485: 3481: 3478: 3477: 3473: 3470: 3469: 3465: 3462: 3461: 3457: 3454: 3453: 3449: 3446: 3445: 3440: 3436: 3433: 3425: 3420: 3410: 3408: 3399: 3393: 3390: 3387: 3384: 3381: 3378: 3375: 3372: 3369: 3366: 3365: 3364: 3351: 3348: 3347: 3346: 3345: 3339: 3336: 3335: 3334: 3333: 3332: 3327: 3317: 3313: 3306: 3303: 3300: 3297: 3294: 3291: 3288: 3285: 3284: 3279: 3275: 3272: 3265: 3249: 3245: 3242: 3241:American Idol 3238: 3237: 3236: 3235: 3233: 3232: 3226: 3223: 3220: 3217: 3214: 3213: 3209: 3206: 3203: 3201: 3198: 3197: 3193: 3190: 3187: 3185: 3182: 3181: 3177: 3174: 3171: 3169: 3166: 3165: 3161: 3158: 3155: 3153: 3150: 3149: 3145: 3142: 3139: 3137: 3134: 3133: 3129: 3126: 3123: 3120: 3119:American Idol 3117: 3116: 3112: 3109: 3106: 3103: 3102: 3096: 3092: 3088: 3083: 3070: 3067: 3064: 3062: 3058: 3056: 3053: 3052: 3046: 3043: 3040: 3039: 3036: 3033: 3031:Nielsen Audio 3030: 3028:United States 3027: 3026: 3022: 3019: 3016: 3015: 3011: 3008: 3005: 3004: 3000: 2997: 2994: 2993: 2989: 2986: 2983: 2980: 2979: 2975: 2972: 2969: 2966: 2963: 2962: 2958: 2955: 2952: 2951: 2947: 2944: 2941: 2940: 2937: 2934: 2932: 2929: 2927: 2924: 2923: 2920: 2914: 2907: 2906: 2902: 2899: 2896: 2893: 2892: 2888: 2885: 2883: 2879: 2876: 2873: 2870: 2867: 2864: 2860: 2857: 2854: 2851: 2850: 2849: 2848: 2841: 2838: 2837: 2836: 2835: 2828: 2825: 2822: 2818: 2814: 2811: 2808: 2805: 2802: 2799: 2795: 2792: 2788: 2785: 2782: 2778: 2775: 2774: 2773: 2772: 2765: 2762: 2759: 2756: 2753: 2750: 2749: 2748: 2747: 2743: 2740: 2736: 2734: 2729: 2726: 2719: 2715: 2714:Nielsen Audio 2711: 2707: 2703: 2699: 2682: 2679: 2678: 2677: 2672: 2669: 2666: 2663: 2660: 2657: 2656: 2655: 2654: 2650: 2647: 2643: 2642: 2636: 2633: 2632: 2631: 2626: 2623: 2620: 2619: 2618: 2616: 2612: 2611: 2606: 2603: 2599: 2598: 2592: 2589: 2588: 2587: 2582: 2579: 2578: 2577: 2575: 2571: 2570: 2565: 2562: 2558: 2557: 2552:Limited reach 2551: 2548: 2545: 2544: 2543: 2538: 2535: 2532: 2529: 2526: 2523: 2522: 2521: 2520: 2516: 2513: 2509: 2508: 2502: 2499: 2496: 2495: 2494: 2489: 2486: 2483: 2480: 2477: 2476: 2475: 2474: 2470: 2465: 2461: 2460: 2454: 2451: 2448: 2446:Low attention 2445: 2442: 2441: 2440: 2435: 2432: 2429: 2426: 2423: 2422: 2421: 2420: 2416: 2411: 2407: 2406: 2400: 2397: 2396: 2395: 2390: 2387: 2384: 2381: 2378: 2377: 2376: 2375: 2371: 2368: 2364: 2363: 2357: 2354: 2351: 2348: 2345: 2342: 2341: 2340: 2335: 2332: 2329: 2326: 2325: 2324: 2323: 2319: 2316: 2312: 2311: 2308: 2307:Disadvantages 2305: 2303: 2300: 2298: 2295: 2294: 2291: 2286: 2279: 2275: 2272: 2269: 2266: 2265: 2264: 2262: 2258: 2252: 2248: 2238: 2234: 2232: 2226: 2225: 2216: 2213: 2210: 2207: 2204: 2201: 2198: 2195: 2192: 2189: 2188: 2187: 2181: 2178: 2175: 2174: 2173: 2169: 2165: 2161: 2151: 2144: 2143: 2139: 2138: 2134: 2133: 2129: 2128: 2127: 2120: 2115: 2111: 2101: 2092: 2089: 2086: 2085: 2081: 2078: 2075: 2074: 2070: 2067: 2064: 2063: 2060: 2057: 2054: 2053: 2050: 2048: 2046: 2043: 2042: 2038: 2035: 2032: 2031: 2027: 2024: 2021: 2020: 2016: 2013: 2010: 2009: 2005: 2002: 1999: 1996: 1995: 1991: 1988: 1985: 1984: 1981: 1978: 1976: 1973: 1971: 1970:Informational 1968: 1967: 1961: 1959: 1950: 1947: 1946: 1945: 1942: 1939: 1936: 1932: 1922: 1920: 1916: 1912: 1908: 1904: 1899: 1892: 1889: 1886: 1883: 1880: 1879: 1878: 1875: 1866: 1852: 1849: 1848: 1844: 1841: 1840: 1836: 1833: 1832: 1828: 1825: 1824: 1820: 1817: 1816: 1812: 1809: 1808: 1804: 1801: 1800: 1794: 1790: 1781: 1777: 1773: 1771: 1760: 1752: 1750: 1746: 1741: 1738: 1737: 1736: 1731: 1728: 1727: 1726: 1723: 1722: 1718: 1715: 1710: 1707: 1706: 1705: 1700: 1697: 1696: 1695: 1692: 1691: 1688: 1686: 1682: 1677: 1674: 1671: 1668: 1667: 1666: 1661: 1658: 1655: 1652: 1651: 1650: 1647: 1646: 1643: 1641: 1637: 1632: 1629: 1626: 1625: 1624: 1620: 1617: 1615: 1612: 1611: 1610: 1607: 1606: 1603: 1601: 1597: 1592: 1591: 1587: 1584: 1581: 1580: 1579: 1574: 1571: 1568: 1567: 1566: 1565:Category Need 1563: 1562: 1558: 1555: 1552: 1551: 1542: 1539: 1536: 1533: 1530: 1527: 1524: 1521: 1518: 1515: 1514: 1513: 1509: 1507: 1503: 1499: 1495: 1491: 1487: 1482: 1478: 1474: 1470: 1463: 1459: 1449: 1447: 1446:pull strategy 1443: 1442:push strategy 1433: 1430: 1429:target market 1426: 1416: 1407: 1401: 1398: 1395: 1392: 1389: 1388: 1387: 1384: 1380: 1371: 1369: 1363: 1361: 1351: 1342: 1339: 1328: 1326: 1322: 1320: 1312: 1308: 1306: 1302: 1298: 1295: 1287: 1283: 1275: 1272: 1269: 1268: 1264: 1261: 1258: 1257: 1253: 1250: 1242: 1241: 1235: 1226: 1222: 1213: 1211: 1207: 1202: 1199: 1189: 1178: 1175: 1172: 1171: 1167: 1164: 1161: 1158: 1157: 1153: 1150: 1147: 1144: 1141: 1138: 1135: 1134: 1133: 1126: 1125: 1124: 1117: 1114: 1095: 1094: 1093: 1092: 1091: 1090: 1089: 1088: 1087: 1086: 1085: 1084: 1083: 1082: 1081: 1080: 1078: 1075: 1056: 1055: 1054: 1053: 1052: 1051: 1050: 1049: 1048: 1047: 1046: 1045: 1044: 1043: 1042: 1041: 1039: 1036: 1017: 1016: 1015: 1014: 1013: 1012: 1011: 1010: 1009: 1008: 1007: 1006: 1005: 1004: 1003: 1002: 1000: 997: 996: 995: 993: 988: 985: 981: 971: 966: 962: 952: 950: 932: 931: 930: 929: 928: 925: 913: 904: 889: 885: 884: 883: 879: 877: 872: 868: 859: 854: 845: 843: 839: 835: 831: 827: 821: 813: 804: 800: 798: 794: 790: 786: 782: 777: 769: 765: 763: 762: 751: 744: 742: 738: 735: 734: 730: 727: 726: 722: 719: 718: 714: 711: 710: 706: 703: 702: 698: 695: 694: 690: 687: 685: 681: 678: 677: 673: 670: 669: 665: 664: 659: 655: 652: 650: 646: 637: 628: 624: 620: 618: 608: 599: 596: 591: 586: 577: 573: 570: 566: 563: 559: 558: 557: 556: 555: 552: 549: 545: 536: 532: 520: 517: 514: 511: 508: 505: 502: 499: 498: 497: 494: 492: 488: 484: 480: 479:target market 474: 471: 467: 465: 456: 445: 440: 438: 433: 431: 426: 425: 423: 422: 415: 412: 410: 407: 405: 402: 400: 397: 396: 390: 389: 382: 381:Word-of-mouth 379: 377: 374: 372: 369: 367: 364: 362: 359: 357: 354: 352: 351:Point of sale 349: 347: 344: 342: 339: 337: 334: 332: 329: 327: 324: 322: 319: 317: 314: 312: 309: 307: 304: 302: 299: 298: 292: 291: 284: 281: 279: 276: 274: 271: 269: 266: 264: 261: 259: 256: 254: 251: 249: 246: 244: 241: 239: 236: 234: 231: 229: 226: 224: 221: 219: 216: 214: 211: 209: 206: 204: 201: 199: 196: 194: 191: 190: 184: 183: 176: 173: 171: 168: 166: 163: 161: 158: 156: 153: 151: 148: 146: 143: 141: 138: 136: 133: 131: 128: 126: 123: 121: 118: 116: 113: 111: 110:Effectiveness 108: 106: 103: 101: 98: 96: 93: 91: 88: 86: 83: 81: 78: 76: 73: 71: 68: 66: 63: 61: 58: 56: 53: 51: 48: 47: 41: 40: 35: 32: 31: 30: 29: 26: 23: 22: 19: 6562: 6545: 6540: 6527: 6519: 6514: 6502: 6480:(1): 59–68. 6477: 6473: 6467: 6456: 6452: 6444: 6443:Wardle, J., 6439: 6431: 6426: 6410: 6405: 6397: 6392: 6373: 6363: 6355: 6350: 6339: 6334: 6326: 6321: 6313: 6308: 6300: 6295: 6287:the original 6277: 6269: 6264: 6256:the original 6246: 6238: 6233: 6225: 6220: 6212: 6207: 6199: 6194: 6182:. 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