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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 ...
Generally expressed as a range below which the exposure is inadequate and above which the exposure is considered wastage." [10] Business Dictionary defines it as "Advertising, the theory that a consumer has to be exposed to an ad at least three times within a purchasing cycle (time between two consecutive purchases) to buy that product." [11]
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.
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.
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.
An advertising manager is deciding whether or not to increase the advertising for a product in a particular market. The Bayes approach to this decision suggests: 1) These alternative courses of action for which the consequences are uncertain are a necessary condition in order to apply Bayes'; 2) The advertising manager will pick the course of ...
Single-source data (also single source) is the measurement of TV and/or other mass media's advertising exposure and purchase behavior, over time for the same individual or household. [1] This measurement is gauged through the collection of data components supplied by one or more parties overlapped through a single integrated system of data ...
Advertising displays in Times Square, New York. The most obvious application of the mere-exposure effect is in advertising, but research on its effectiveness at enhancing consumer attitudes toward particular companies and products has been mixed. One study tested the mere-exposure effect with banner ads on a computer screen. College-age ...