ADV 355

• Records exposure
• Program Choice

Auidence=Active Consumers

2nd and 3rd choices if your show is not on

• -moods
• -watch contenct related to your beliefs

• Needs create expectations of media
• active selection process

• Geographic: Designated Market Area
• Audience availability( Practical Limits)
• Classic individual factor: preferences, moods, awareness of options
• New Trend: out of home consumption, audience mobility, multitasking

• Coverage- subscriptions
• Carriage/clearances
• Number of options
• Scheduling
• New Trends: technologies, repertories, 24/7 coverage, tivo, youtube , google

• Applied: copy testing, auditorium testing, ratings research (action)
• Methodologial: help develop better toolds
• Academic: develop & test general theories to understand, explain and predict audience behavior

• Beneficial & no harm
• Integrity: accurate, honest, truthful , no deception
• Justice: publish your finding
• Respect: voluntary, anonymity, confidentiality

• Based on contracts
• Professionalism=reputation
• No misleading results
• Disclose possible distortion in the research
• Maintain confidentiality of the client

• No harm or seriosluy misleading respondents
• Maintain confidentiality
• Report the sponsor, sampling methods
• Observe the privacy laws
• Online Research

• -Primetime 8-11 pm Mon-Sat Sun
• Daytime 7:30 am- 4:30 pm MOn-Fri

• Media provide "avails"
• advertisers buy audience through "best programs"
• uncertainties & risks

• Seasonal products, promotions, unexpected
• higher prices
• less risky

production compaines offer/sell their shows to stations through a broadcast network

supply programs to stations for free & profit from sellign ad spots

local stations pay some and keep some ad avails

broadcast for the first time as a syndicated show

Rerunning a program after its original run on a network televison through first run syndication

syndications sell their media content to ad spots

• 210 TV
• 302 Radio Markets

• "Ultra loca" cable systems
• hard to measure audience size

• Leaderboards
• Skyscrapers

• Interactive-roadblocking
• full page skin
• roadblock + page skin

• no need to sample users
• hits, visitors, IP address, cookies, web bugs
• accuracy, limitied information

impression, click-through, view through, cost per click (CPC), pay per click (PPC), Return on Investment (ROI)

• Descriptive- trends, product perceptions
• Diagnostic: marketing impact and product changes
• Predictive: what will happen, new product development, proactive management

• -lack of resources
• -results are not useful
• -too late
• -support your decision
• -objective is incertain
• -cost outweighs benefits
• -market is too small

• Advertising Stimullus Measurement & Assessment Research (ASMAR)
• -ad effectiveness
• Cognitive- recall key elements
• Affective- brand attitudes, liking
• Conative- pruchase intentions

• -Concept Tests
• Storyboards
• Talent Tests
• Movie Trailers
• Music Playlist
• Pilot Tests

• Continuous ratings of content
• -physilogical measurement
• -user evaluations
• Theater tests

• Improve usefulness, easue of use, learnability, likability
• -Participatory design
• -Focus Group
• -Walk-throughs
• -Expert evaluation
• -Usability audit
• -usability testing

that one listens to the radio

Average listening per week

• 12 week surveys, new ppl each week
• Time Lag
• Memory Issue
• Deliberate misrepresentation
• Literacy requirement
• Error in complete media environment.

• Multiple media signals
• Fast turn around
• No literacy/effort
• Out of home media use
• Continous Measurement

• -hard to reach segments of the population
• -higher cash incentives
• -enhanced packaging
• -additional follow-up phone call

AQH Persons/Population *100

The total number of different persons who tune to a radio station during a certain period of time for at least five minutes

• Ratings dont equal value to stations
• -advertisers dont value the mediums
• -ads sell out
• -sales persons arent effective
• -Collusion exist among stations
• -illegal restraint of trade