Академический Документы
Профессиональный Документы
Культура Документы
SUBMITTED BY,
LAISEMON K.A
ADVERTISING MEDIA
An advertising medium is the vehicle used to carry the
advertising message from the sender to the intended
receiver.
Advertising media
20 No exposure
Ineffective exposure
Percent Reach
15 Threshold of effectiveness
Reinforcement of effectiveness
10
5 Excessive exposure
Effective exposure Negative exposure
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Number of Exposures
Percent recall
time
Media factors
Marketing factors
Message and creativity factors
1. Media factors:
Attentiveness: the higher the level of attention achieved by the
media vehicle, the less frequency is required. Low attention
getting media will require more repetitions.
Number of media used: the fewer media are used, the lower the
level of frequency required.
Clutter: the more advertising that appears in the media used, the
more frequency is needed to break through the clutter.
CONT…..
Repeat exposure: media that allow more repeat exposure require less
frequency.eg: monthly magazines
2) Marketing factors:
Brand loyalty: inverse relation exists between loyalty and frequency.
Wear out: Higher frequency may lead to wear out. This effect must be
tracked and used to evaluate frequency level.