How Do Media Work?Chapter 9

“If you don’t know where you are going, any road will get you there”

Mark Kennedy and Jocelyn Finley

ARF Response ModelEmphasized that media comparisons must be

made on the basis of “apples to apples” Aka: can’t compare newspaper circulation to

broadcast coverage

Revised in 2000s to include new levels of paid media performance and to consider new media types, esp. online media

Vehicle Distribution

Vehicle Exposure

Advertising Exposure

Advertising Attentiveness

Advertising Communication

Advertising Persuasion

Advertising Response

Sales Response

Effective ReachPercentage of a target audience that is exposed

to a specific ad over a particular time frame enough to effect the purchase of product or service

Attempts to forecast the most effective advertising frequency: the number of ad exposures needed to achieve a brand/company’s goals

Recency Objective: to reach the maximum audience each

week just prior to any planned purchase in the product category

Example: goal to reach 90% of buyers each week for 52 weeks with minimizing weekly frequency

Share of VoiceThe brand’s percentage, or share, of total

advertising or communications messages in your primary business category and geographic marketing area and time frame

Determined by the size of your budget compared to the collective ad budgets of your competitors

Purchase FunnelDiagnostic model that tracks the consumer

decision-making process

Involves periodic measurements for each level’s objectives

Out of date?

Purchase Funnelhttp://mashable.com/2013/01/16/mobile-app-re

venue/

http://www.mediapost.com/publications/article/177309/the-death-of-the-purchase-funnel.html#axzz2IRJFepSc

EngagementScale indicating the degree to which a

consumer is likely to or has internalized a communication

Advertising engagement, Media engagement

The Simmon’s Study of Metrics

Peacock, Purvis, Hazlett journal article