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Changes In Media Mix For Leading National Advertisers (2003 - 2005), Matthew Swain
Changes In Media Mix For Leading National Advertisers (2003 - 2005), Matthew Swain
Theses
As new communication technologies, such as the Internet, continue to grow in the United States, advertisers are re-evaluating which media mix will deliver the best return on investment. The magazine, Advertising Age, releases a list of the 100 Leading National Advertisers each year – a list that includes the advertisers’ spending in measured and unmeasured media. The seven measured media categories (newspaper, magazine, television, outdoor, radio, Internet, and Yellow Pages) include the data necessary to analyze the change in advertising spending among these leading national retailers. Using the data from both 2003 and 2005, the researcher explored three questions: 1. …
Consumer Engagement Perspectives: A Tool For Ensuring Advertising’S Impact?, Maria Cummings
Consumer Engagement Perspectives: A Tool For Ensuring Advertising’S Impact?, Maria Cummings
Theses
The twenty-first century has enabled many changes in the way consumers seek out, become interested in, and purchase goods and services. Not only are there more purchase options available, there are also more media vehicles utilized to search for and purchase goods and services. Both marketing professionals and advertising agencies recognize that consumers are now in the driver’s seat regarding choice of media channels. No longer are the traditional metrics, such as reach and frequency, enough in selecting media to target messages to create buyers, in addition to loyal, and perhaps life-long, customers. Consumer Engagement is one response advertising and …