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Attitude-toward-the-ad models explore how a person's feelings about an advertisement, known as "attitude toward the ad" (Aad), shape their response to it.Aad is defined as a tendency to react favorably or unfavorably to a specific ad during a given viewing. [1]
Advertising adstock or advertising carry-over is the prolonged or lagged effect of advertising on consumer purchase behavior. Adstock is an important component of marketing-mix models. The term "adstock" was coined by Simon Broadbent. [1] Adstock is a model of how the response to advertising builds and decays in consumer markets.
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.
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.
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.
A collage of advertising displays in Times Square, New York, circa 2002. 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 ...
Not a systematic theory about persuasive communications, this approach is a general framework within which research was conducted. The Yale researchers did not specify levels of importance among the factors of a persuasive message; they emphasized analyzing the aspects of attitude change over comparing them.
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 ...