Newer media and advertising approaches Increasingly, other media are overtaking television because of a shift towards consumer’s usage of the internet.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the “relevance” of the surrounding web content and the traffic that the website receives. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as “spam”. Some companies have proposed to place messages or corporate logos on the side of booster rockets and the International Space Station.
Unpaid advertising (also called word of mouth advertising), can provide good exposure at minimal cost.
Measuring the impact of mass advertising The most common method for measuring the impact of mass media advertising is the use of the rating point (rp) or the more accurate target rating point (trp). These two measures refer to the percentage of the universe of the existing base of audience members that can be reached by the use of each media outlet in a particular moment in time. The difference between the two is that the rating point refers to the percentage to the entire universe while the target rating point refers to the percentage of a particular segment or target. This becomes very useful when focusing advertising efforts on a particular group of people. One of the reasons advertising is successful is because it can target a particular audience to build awareness of what the advertiser has to offer.
Search Engine Optimization in an effort to improve messaging, and gain audience attention, advertisers create branding moments that will resonate with target markets, and motivate audiences to purchase the advertised product or service, advertisers copy test their advertisements before releasing them to the public. For more details on how we can bring you more clients.
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