MGM 301 Lecture Notes - Lecture 14: Media Mix, Branded Content, Space Advertising
14 Dec 2020
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Document Summary
Remind customers of things they need to buy structure- hierarchy of e ects (cid:12254) (cid:12254) (cid:12254) A ect feel - customer must have a liking and preference for that product. Theories (cid:12254) (cid:12254) pressure response theory- the more people view ads, the more e ective they will be- typical for low involvement decisions. Medium- a way of communicating something (news paper, television) Media vehicle- speci c instances within a particular medium (wall street journal, bu alo news) Net reach- total number of consumers in target market posed to an ad campaign at least once in a given time period. Frequency- average number of exposures to any target consumer in the time period. Cost per thousand (cpm)- total cost of an insertion in a particular media vehicle divided by the number of thousands of exposures achieved through that vehicle. Magazine = cost per page/ number of thousands of exposures.
