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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]
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.
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.
The related theories may be conflicting in this regard. For example, the Feelings-as-information Theory suggested that people in a positive mood tend to avoid stimuli such as ads. [ 16 ] If people acquire a good mood as a result of processing media content, they may avoid paying attention to ads embedded in this context and process them less ...
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.
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.
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.
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study ...