Advertising Media Planning

Relating Online, Regional, and National Advertising to Firm Value

“…361–62) and Katz (2014, p. 9), we learn that the broad goal of a media advertising portfolio is to reach (1) a sufficiently large and (2) high-quality audience, with (3) the appropriate type of advertising message. Thus, synthesizing foundational (e.g., Naples 1979) and recent summaries of advertising media types (e.g., Kelley, Jugenheimer, and Sheehan 2015, p. 25, Exhibit 4.2), we identify the following three criteria with which to categorize media advertising alternatives: Quantity of reach , or the count of the captive audience (viewers, listeners, readers) that the firm obtains through an advertising spot, which is important for generating a threshold quantity of leads that eventually turn into purchases. The quantity of reach is of paramount importance to advertisers during multimedia advertising because it enlarges a firm's target group. Quality of reach , or how well the media channel's reach is customized to fit the advertiser's specific target market in terms of future buying potential (e.g., demographics, psychographics), which is crucial for inducing purchase. Product message , or how the advertiser aims to build in product differentiation by demonstrating a favorable comparison of key product attributes over a competitor.…”

“…We first group firms’ media vehicle choices (18 in all) into theoretically grounded, smaller subsets for parsimony in conceptual development and analysis. We integrate several detailed descriptions of media vehicles (Katz 2014, p. 9; Kelley, Jugenheimer, and Sheehan 2015, p. 25; Naples 1979; Warner and Buchman 2003, pp. 361–62) and offer convergent arguments that media vehicles’ objectives differ along three dimensions: (1) quantity of the reach, (2) quality of the reach, and (3) type of product message.…”

Effectiveness of radio spokesperson's gender, vocal pitch and accent and the use of music in radio advertising

“…In Spain, despite the radio being the second media with higher penetration, it still ranks number four in terms of advertising investment with 453.5 million Euros and 9.8% of investment earmarked for conventional media in 2012 (Infoadex, 2013). Its qualities as an advertising mean are well documented (Arens, 2008; Kelley and Jugenheimer, 2004; Belch and Belch, 2001), and the following are worth highlighting: (1) its high penetration (61.9%) (AIMC-EGM, 2012), which despite being a highly fragmented media allows high levels of coverage for different target audiences and has a great capability to segment audiences through several radio station convergence; (2) its ability to generate mental images in the audience (Soto Sanfiel, 2008; Bolls and Muehling, 2007) and to personalize the message, which in turn leads to greater effectiveness in terms of persuasion and action (Ingram and Barber, 2005); and (3) its high credibility as a means of information, which according to Metroscopia's latest study (Toharia, 2011) situates it among the top 10 institutions trusted by Spaniards, and this trust is transferred to its advertising messages (Muela Molina, 2010). However, this great communicative potential is underused by the agents involved in advertising communication and its high levels of audience and credibility are not reflected in advertising investment, particularly when everything seems to be limited to the online world.…”

Critical Evaluation of Cultural Differences Between the UK and China Markets for Fashion Clothing: Identifying Links Between Marketing Communications Necessary for Success in Both Countries

“…due to the Chinese consumer's ignorance about the foreign fashionclothing company. Additionally, the marketing communication plans aim to assist the UK fashion clothing brand and raise brand awareness and images in the Chinese consumer based on the analysis of Chinese consumer psychology behaviour and establish fit for Chinese cultural advertising and marketing communication plans (Kelley, 2008). The main study focuses on how Chinese participants' customers use social media for knowledge gathering and dissemination about fashion.…”