Examine the three of the five factors that affect the probability of ad exposure and provide examples for each.
What will be an ideal response?
Five factors affect the probability of ad exposure:
(1) The senses used to perceive messages (for example, scratch-and-sniff ads really improve the exposure value of magazines).
(2) How much and what kind of attention the vehicle requires (higher involvement suggests greater ad exposure).
(3) Whether the vehicle is an information source or a diversion (for example, radio news programs offer greater ad exposure than elevator music).
(4) Whether the vehicle or program aims at a general or a specialized audience (exposure value will be higher with specialized audiences).
(5) The intrusiveness of the ad in the vehicle (placement within broadcast programs gives greater exposure than placement between programs; ads placed next to editorial material get greater exposure than ads placed next to other print ads, larger ads attract more attention).
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Hot Topic LLC appeals to tweens and teens through their Gothic frocks, fad movie gear, piercing paraphernalia, and popular T-shirts and posters. The staff at Hot Topic wears the merchandise. Also, they are active in helping their young customers choose from the hip merchandise. The teens and tweens can be considered the
A. marketing mix. B. target market. C. marketing objective. D. retail mix. E. retail format.
When using the NPV method for a particular investment decision, if the present value of the cash inflows is equal to the present value of the cash outflows, then:
A) the discount rate used was too high. B) the investment should not be made. C) the investment has an actual rate of return of zero percent. D) the discount rate is equal to the internal rate of return.
____ connect words, phrases, and clauses of equal grammatical value or rank
A) Subordinating conjunctions B) Parenthetical adverbs C) Coordinating conjunctions
Marketing is both a set of activities performed by organizations and a social process.
Answer the following statement true (T) or false (F)