Media Effectiveness and Advertising Decisions
Naomi De Block
2009-2010
23/04/2010
End-of-year assignment :
Media effectiveness and advertising decisions
[pic] Department of economics and business administration English for business and economics II
Instructor : Dirk Vanmassenhove
Table of contents
1. Research question p. 3
2. Introduction p. 3
3. Method p. 3
4. Literature background p. 5
5. Conclusion p. 8
6. Word count p. 8
7. References p. 9 1. Research question
Which advertising media is most effective to attract future customers and does this depend on the product category, demographic groups or regional factors?
2. Introduction
The objective of this study is to give companies advice about the most effective advertising media for each product category. The importance of this research is very clear. Firstly marketing became a very important aspect for the operational management during the last years, and moreover companies spend a big part of their budget on promotion in order to attract new customers and increase market share. By knowing the most effective advertising media, companies will be able to reach more potential or future clients, without spending as much as before.
Secondly in times of financial crisis, marketing is very important in order to promote a certain product, because customers will compare products, prices and quality more often.
On the basis of earlier conducted research, I can conclude that researchers already invested a lot of time in the study of advertising decisions and media effectiveness, but nobody could give a specific and unambiguous answer to this research question and moreover the conclusions of different studies were inconsistent with each other. So my challenge is to examine the conclusions and results of some recent studies, compare them and try to investigate the main points of difference.
3. Method
In
2009-2010
23/04/2010
End-of-year assignment :
Media effectiveness and advertising decisions
[pic] Department of economics and business administration English for business and economics II
Instructor : Dirk Vanmassenhove
Table of contents
1. Research question p. 3
2. Introduction p. 3
3. Method p. 3
4. Literature background p. 5
5. Conclusion p. 8
6. Word count p. 8
7. References p. 9 1. Research question
Which advertising media is most effective to attract future customers and does this depend on the product category, demographic groups or regional factors?
2. Introduction
The objective of this study is to give companies advice about the most effective advertising media for each product category. The importance of this research is very clear. Firstly marketing became a very important aspect for the operational management during the last years, and moreover companies spend a big part of their budget on promotion in order to attract new customers and increase market share. By knowing the most effective advertising media, companies will be able to reach more potential or future clients, without spending as much as before.
Secondly in times of financial crisis, marketing is very important in order to promote a certain product, because customers will compare products, prices and quality more often.
On the basis of earlier conducted research, I can conclude that researchers already invested a lot of time in the study of advertising decisions and media effectiveness, but nobody could give a specific and unambiguous answer to this research question and moreover the conclusions of different studies were inconsistent with each other. So my challenge is to examine the conclusions and results of some recent studies, compare them and try to investigate the main points of difference.
3. Method
In
References: Kelley,L.& Jugenheimer,D.(2004). Advertising media planning: a brand management approach. New York,M.E. Sharp Inc Kotler,P.,Armstrong,G.,Wong,V.& Saunders,J.(2008).Principles of marketing (5th edition). Harlow, Pearson education England Measuring media effectiveness : Comparing media contribution throughout the purchase funnel.(2006).New York,Magazin publishers of America Reid,L.,Whitehill King,K.,Martin,H. & Soh,H.(2005).Local advertising decision makers’ perceptions of media effectiveness and substitutability. Journal of media economics,18(1),35-53 Riesenbeck,H.& Perrey,J.(2009). Power Brands : measuring, making, managing brand success. Weinheim,Wiley. Saunders, M., Lewis, Ph., & Thornhill, A./ Nederlandse bewerking Verckens, J.P.(2008). Methoden en technieken van onderzoek (4de ed.) . Amsterdam, Pearson education Benelux. Stimpson,P.(2007).AS level and A level : Business studies. Cambridge, Cambridge University Press ----------------------- 1