MARK 453 Lecture 6: Mark 453 – Chapter 7

• School: Concordia University
• Department: Marketing
• Course: MARK 453
• Professor: Caroline Roux

Document Summary

Role of media in consumer purchasing process. Who the marketing communications are directed to. Nu(cid:373)(cid:271)er of (cid:373)e(cid:373)(cid:271)ers of (cid:455)our target audie(cid:374)(cid:272)e . A(cid:448)erage (cid:374)u(cid:373)(cid:271)er of ti(cid:373)es a (cid:373)e(cid:373)(cid:271)er of (cid:455)our target audie(cid:374)(cid:272)e is . E(cid:454)posed to a parti(cid:272)ular ad(cid:448)ertise(cid:373)ent during a specific period of time. (cid:373)ust (cid:271)e e(cid:454)posed to a parti(cid:272)ular (cid:373)essage to achieve a specific objective. Cumulative exposure achieved in a given time period. Pizza hut radio (cid:272)o(cid:373)(cid:373)er(cid:272)ial pla(cid:455)ed three ti(cid:373)es duri(cid:374)g the (cid:862)(cid:271)a(cid:272)k ho(cid:373)e(cid:863) progra(cid:373)(cid:373)i(cid:374)g over three months. Pizza hut radio (cid:272)o(cid:373)(cid:373)er(cid:272)ial pla(cid:455)ed 3 ti(cid:373)es duri(cid:374)g the (cid:862)(cid:271)a(cid:272)k ho(cid:373)e(cid:863) progra(cid:373)(cid:373)i(cid:374)g, which reaches 50% of the target audience, over 3 months. Dollar (cid:272)ost of rea(cid:272)hi(cid:374)g (cid:1005),(cid:1004)(cid:1004)(cid:1004) (cid:373)e(cid:373)(cid:271)ers of the (cid:373)edia (cid:448)ehi(cid:272)le"s audie(cid:374)(cid:272)e. Compare cost effectiveness of different ad placements (cost of media buy/total audience) x 1,000. There are different ways to calculate the cost of an ad placement. Proportion of target market exposed to a media vehicle. Cumulative exposure of the audience to an advertisement.