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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]
The scope includes television shows, movies, social media, news articles, advertisements, etc. [1] Media exposure affects both individuals and society as a whole. Theories such as the Uses and Gratifications Theory , Social Learning Theory , and Cultivation theory offer insights into how individuals learn from media, how media shapes people’s ...
The original image of Barbra Streisand's cliff-top residence in Malibu, California, which she attempted to suppress in 2003. The Streisand effect is an unintended consequence of attempts to hide, remove, or censor information, where the effort instead increases public awareness of the 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.
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.
Printer-friendly PDF version of the Communication Theory Wikibook. Licensing Permission is granted to copy, distribute and/or modify this document under the terms of the GNU Free Documentation License , Version 1.2 or any later version published by the Free Software Foundation ; with no Invariant Sections, no Front-Cover Texts, and no Back ...
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.
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.