MKTG204 Study Guide - Quiz Guide: User-Generated Content, Online Magazine, Mobile Telephony
25 Nov 2018
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Billboard accounts for the largest share of all outdoor advertising (60%) Don"t use too many words- instead, use visuals cleverly. To build brand awareness, make band/ logo prominent. They serve a directional and frequency function: we can use billboards to create controversy, 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 "impressions" 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.
