Subject Index
 

Ideally for both marketers and consumers, advertising communications would only reach their target audience at a time when receptivity is at its highest. In reality, however, targeting - or focusing o ...

Outdoor adspend accounted for some 5% of total spending on mass media in 2006, but while it has considerable potential, it is also one of the least well-researched media, and presents considerable pro ...

Around one-third of the world's population now has a mobile phone, and this figure is expected to reach 48% by 2011. While, in many ways, mobile phones seem to be an ideal medium for advertisers, this ...

The term 'ROI' can mean a multitude of things in an advertising and marketing context, and in a sense this is necessary depending on what exactly it is that brand owners want to measure. Some brands c ...

As the online market continues to expand, and the sophistication of online ads grows, measuring the number of users viewing material over the internet is of increasing importance. In this article, And ...

Most data on newspaper readership offer measures of how many people see a given publication, but do not provide information on factors such as the size of an ad, and the impact this can have on consum ...

Word of mouth (WOM), basically defined, can spread marketing and advertising messages at a rapid speed, and in a unique way, whether it takes the form of personal interaction or media coverage of a pr ...

Media depends upon audience surveys to quantify the 'value' of advertising time and space. While each medium has its own specific approach to audience measurement, all are based on surveys, though the ...

Online is taking an ever-increasing share of adspend, and is increasingly dominating the thoughts of marketers. The internet has certain unique characteristics, and more and more people now have high ...

Radio often suffers from a lack of awareness as far as marketers are concerned, both because of the lack of 'buzz' surrounding the medium, and as it is often perceived to be difficult to measure the r ...

Establishing how much marketers need to advertise is integral to any campaign, both in setting budgets and achieving the desired results of brand communications. It is complicated by the need to work ...

Consumers in the US and UK see an ever-increasing amount of advertising on a daily basis on television, the radio and in a variety of other media. TV and radio are said to have the advantage over medi ...

Ever since the video recorder came into widespread use, viewers have been able to increase their control over schedulers. This has been further enhanced by the development of PVRs, which empowers them ...

This paper discusses the differences and relationship between media stunts (essentially one-off actions to make people sit up and take notice) and what is known as 'ambient' or 'alternative' media (th ...

This paper looks at the various approaches of measuring online and internet advertising, its difference from tradition media and whether metrics such as reach and frequency are sufficient. It notes th ...

This paper notes that every major advertising medium has developed its own particular definition of what constitutes an audience, but that their different definitions mean that any connection between ...

This paper discusses the various ways that have been used over the years to measure the impact advertising has on consumers, ranging from tracking peoples' awareness and/or recognition of advertising ...

Although not new, Word of Mouth (WOM) has been boosted to a new level by the internet, and the countless websites that enable people to read, discuss and contribute product reviews. The problem for m ...

This paper discusses the 'click-thu', the primary way that users interact with the worldwide web mainly through moving and clicking their mouse. Since clicking represents a conscious decision to view ...

Before the internet, 'response' media comprised vehicles like print advertising with coupons, television commercials with a dedicated line to ring, direct mail and doordrops. Now with email as well as ...

The paper discusses the evidence that suggests that viewers in PVR homes watch less advertising than those without the devices. However, it points out that it is possible that less is more - what they ...

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work. Mass media ...

Return on Investment (ROI) has become a central element of almost all aspects of marketing, but while it has bought the industry closer to the sort of analysis used to make a variety of other strategi ...

An essential element of print advertising is calculating how many people are likely to see an advertisement placed within a particular publication. Marketers want to formulate a schedule which will al ...

The internet is a rapidly maturing advertising medium, and now attracts greater levels of adspend than more traditional formats such as outdoor and cinema in the UK. Online advertising offers distinct ...

The issue of how much to spend on advertising is perhaps the most important challenge that faces marketers, but it is a problem without a simple solution. As well as the range of marketing tools to be ...

While an increase in newspaper or magazine circulation may appear to imply a concomitant rise in readership, almost all previous research has actually failed to prove a link between the two measures. ...

Radio diaries have been used as a tool to record listener behaviour since the 1930s, largely because they offer the advantage of allowing for the measurement of activity over a period of time rather t ...

In this paper, ZenithOptimedia's Andrew Green assesses the effectiveness of long-term advertising in the printed media. While newspapers and magazines have increased and diversified their content in a ...

This paper outlines the relationship between brand awareness and sales. Given the growing importance of ROI in modern marketing, increased brand awareness is often linked to increased sales, but in re ...