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Theories of media exposure study the amount and type of Media content an individual is exposed to, directly or indirectly. The scope includes television shows, movies, social media, news articles, advertisements, etc. [ 1 ] Media exposure affects both individuals and society as a whole.
Selective exposure is a theory within the practice of psychology, often used in media and communication research, that historically refers to individuals' tendency to favor information which reinforces their pre-existing views while avoiding contradictory information.
Attitude toward the ad is defined as "a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion." [ 1 ] After Mitchell and Olsen (1981) and Shimp (1981) introduced the importance of the Aad construct, research on the causal relationships among Aad and other ...
Marketing Power defines it as "An advertiser's determination of the optimum number of exposure opportunities required to effectively convey the advertising message to the desired audience or target market." [12] John Philip Jones says, "Effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand.
Sometimes referred as Advertising Exposure, Marketing Exposure is the degree to which a company’s target market is exposed to the company’s communications about its product/ services, initiatives, etc. [1] Exposure is the product of a marketing strategy, and once the strategy is implemented it is only a matter of time before exposure is put into action.
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed". [11] [12] [13]
The underlying theory of adstock is that the exposure to television advertising builds awareness in the consumer markets, resulting in sales. Each new exposure to advertising increases awareness to a new level. The decay effect of adstock eventually reduces awareness to its base level, unless or until this decay is reduced by new exposures.
The three-factor theory of emotion proposed by Zillmann is an advancement of Schachter's two-factor theory model, which proposed that emotion and emotional excitation was the product of both one's interoception of internal physiological stimuli (e.g. blushing, sweating or shaking etc.) and the environmental stimuli (e.g. media, people or danger ...