MKTG204 Lecture Notes - Lecture 5: User-Generated Content, Time Shifting, Mobile Telephony
2 Sep 2018
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Billboard accounts for the largest share of all outdoor advertising (60%) To build brand awareness, make band/ logo prominent. Don"t use too many words- instead, use visuals cleverly. We can use movements to attract consumer attention. If we are interest in individuals (rather than tv sets) then the term we need to refer to is. For example if 42 million individuals watch 60 mixtures then one ad during this program can potentially create 42 million impressions. To calculate the total audience size the ad is reaching we simply multiply the number of viewers by the ots this is called the "gross impression" Viewers in a research sample push buttons in a receiver (not unlike a standard remote control) to denote who in the household is watching the program. The popularity of dvrs mean households are recording and watching the programs (and the broadcast ads) later.
