By Leo Bogart
Approach in ads: Matching Media and Messages to Markets and Motivations ties the numerous diverse strands of a winning advertising/marketing communications software right into a coherent, strategic entire. speedily evolving communications know-how has pushed nice adjustments in advertising perform. however the "big task" of advertisements continues to be an analogous - constructing the best message and utilizing the ideal medium to arrive the precise industry to be able to get the absolute best go back on an ads funding. that is what a well-planned and well-executed ads process offers. And technique in advertisements: Matching Media and Messages to Markets and Motivations provides all of the sensible suggestions you will want to arrive that objective.
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Additional info for Strategy in Advertising: Matching Media and Messages to Markets and Motivations (NTC Business Books)
For wholesome productssoaps and detergents, cleansers and polishescriticism of the presentation was seventeen times more frequent than criticism of the product. An unusual proportion of favorable mentions was given to pleasant product categories like canned and packaged goods, cereals, and baked goods. The study seems to suggest that people harbor a certain amount of resentment at being subjected to information that carries no useful meaning for them. The resentment may be of a very low level. Most of it probably rises to the level of consciousness only under artificial conditions of exposure, such as those called for by research in which the individual is asked to play the role of advertising critic.
Advertising may well, more and more, become something that people pick out for themselves rather than something they can be expected to attend to as it flashes by. Advertisements are generally tolerated as a modest compensation for the entertainment and information that attract media audiences. Can goodwill be maintained if the public increasingly realizes that broadcast programming is no longer "free," but in fact is a growing household expense? Will there be greater pressure to eliminate commercial interruptions within programming?
One manifestation of the potential for tapping existing consumer interest was the rise of infomercials, which were being seen on weekend mornings and afternoons on independent stations. By 1994, their producers' trade association was claiming that revenues had passed $1 billion. A significant part of the public (29 percent, according to a TV Guide survey; a more modest 14 percent, according to Gallup and Robinson) had made at least one purchase as a result of an infomercial. In 1994, Sears was testing its first 30-minute infomercial, for a vacuum cleaner.
Strategy in Advertising: Matching Media and Messages to Markets and Motivations (NTC Business Books) by Leo Bogart