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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 ...
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.
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.
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.
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.
Bayesian decision theory can be applied to all four areas of the marketing mix. [11] Assessments are made by a decision maker on the probabilities of events that determine the profitability of alternative actions where the outcomes are uncertain. Assessments are also made for the profit (utility) for each possible combination of action and event.
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.