ADVERTISERS PREFERENCES OF MEDIA CHANNEL PROBLEMS, CHOICE, AND REASONS
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
ADVERTISERS PREFERENCES OF MEDIA CHANNEL PROBLEMS, CHOICE, AND REASONS
ABSTRACT
This study focuses on Advertisers’ Preferences for Media Channels, Problems, Choices, and Reasons. This survey is meant to determine the level of preference of various advertisers for the Daily Sun Newspaper and News-Watch Magazine. This study is organised into five chapters to show a cohesive work.
The first chapter focuses on the study’s history, problem statement, and purpose. The second chapter focuses on the literature review and theoretical framework. The third chapter focuses on the research methodology, methods, and procedures used in the study.
The fourth chapter covers data presentation and analysis, while the fifth covers summary, conclusion, and recommendations. The researcher’s goal is to identify the most effective advertising route. The study found that Daily Sun Newspaper is more effective at advertising than News-Watch Magazine.
Chapter One: Introduction
1.1 Background of the Study
An advertiser is a person, organisation, or company that posts advertisements to reach a specific audience or customers. Advertising is the foundation of any commercial organisation or company’s business. That is, the rise and fall of a company’s earnings is totally determined by the advertiser’s expenditures.
A type of marketing communication that aims to encourage an audience to take or continue certain actions, either in relation to a commercial offering or political or ideological support.
“Ad vertere” means “to turn towards” in Latin. Advertising may also be used to reassure employees or shareholders about a company’s viability or success.
According to Wikipedia Atom Feed, advertising is the communication relayed by companies to persuade an audience to purchase their products. This communication is typically delivered through various forms of paid media such as TV and radio commercials, print advertisements, billboards, and, more recently, product placement.
Advertisers post advertisements where they believe they will reach the greatest and most relevant audience.
Commercial businesses use advertising to increase product consumption, whereas non-profit organisations may place advertisements to raise awareness or advocate a change in behaviour or perception.
Sponsors typically pay for advertising messages, which are viewed through a variety of traditional media such as newspapers, magazines, television advertisements, radio advertisements, outdoor advertising, or direct mail, as well as new media such as blogs, websites, and text messaging.
Commercial advertisers frequently use “branding” to boost consumption of their products or services by linking a product name or image with specific traits in the minds of consumers.
Political parties, interest groups, religious organisations, and government agencies are examples of non-commercial advertising who spend money to promote items other than consumer products or services. Non-profit organisations may use free forms of persuasion, such as a Public Service Announcement (PSA).
According to Jefkins (1998-187), advertising media is defined as the vehicles that transmit advertising messages to the appropriate readers, viewers, listeners, or passersby. It can also be referred to as the vehicles that transport messages to where they are required.”
Advertising media selection is the process of selecting the most cost-effective media for advertising in order to obtain the desired coverage and number of impressions among a target demographic.Media selection is usually measured in two dimensions: frequency and spread.
A target audience member should have more than one “Opportunity To See (OTS)” advertisement. In conventional media, around five OTS are thought or necessary for a reasonable impact. According to some study, advertising require substantial consumer exposure before they may register.
Viewers who receive fewer OTS are less motivated, and extra advertising is wasted on those who receive more.
The primary steps in media selection are:-
First, decide on reach, frequency, and impact; next, choose between key media formats. Third, decoding for media timing.
The advertiser chooses on the reach and frequency of the media channel he will use.
He also examines the percentage of people in the target demographic who are exposed to the advertising campaign over a specific period of time.
The average person in the target market is exposed to the message multiple times, which is referred to as frequency. The qualitative value is associated with media influence.
Need help with a related project topic or New topic? Send Us Your Topic