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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Advertising management | 9/11 | https://en.wikipedia.org/wiki/Advertising_management | reference | science, encyclopedia | 2026-05-05T15:17:26.704627+00:00 | kb-cron |
Site traffic: The number of visitors to a website within a given time period (e.g. a month) Unique visitors: The number of different visitors to a website within a given time period Site stickiness: The average length of time a person remains on a page (a measure of audience engagement) Average page views per visit: The number of different pages generated by a visitor to a site (a measure of engagement) Click through rate (CTR): The number of people who clicked on an advertisement or advertising link Cost per click (CPS): The average cost of generating one click through Rate of return visitors: The number of unique visitors who return to a site Bounce rate: Number of site visitors who leave the site within a predetermined time (seconds) Although much of the audience research data is only available to subscribers and prospective advertisers, basic information is published for the general public, often as topline survey findings. The type and depth of freely available information varies across geographic markets. The following table provides principal sources of information for main media audience research in English speaking markets.
Notes:
- Also see Nielsen Media, for Trends in Canadian TV Viewing ** English is one of the three official languages spoken in Malaysia. Print and broadcast media are normally segmented into language first and demographics second. *** There is so single, official currency for measuring TV audiences in Malaysia. Currently two competing companies provide data, using different methodologies (Nielsen Media and Kantar Media) **** Think TV is a consortium of commercial TV networks that oversees the TV ratings process
==== Media buying ====
While it is certainly possible for advertisers to purchase advertising spots by dealing directly with media owners (e.g. newspapers, magazines or broadcast networks), in practice most media buying is purchased as part of broader negotiations. Prices depend on the advertiser's prior relationship with the network, the volume of inventory being purchased, the timing of the booking and whether the advertiser is using cross-media promotions such as product placements. Advertising spots purchased closer to airtime tend to be more expensive. Many advertisers opt to centralise their media buying through large media agencies such as Zenith or Optimedia. These large media agencies are able to exert market power through volume purchasing by buying up space for an entire year. Media agencies benefit advertisers by providing advertising units at lower rates and also through the provision of added value services such as media planning services. Buying advertising spots on national TV is very expensive. Given that most media outlets use dynamic pricing, rates vary from day to day, creating difficulties locating indicative rates. However, from time to time, trade magazines publish adrates which may be used as a general guide. The following table provides indicative advertising rates for selected popular programs on American national television networks, broadcast during prime time viewing hours.
Notes:
- Rates for programs such as American Idol increase as the program moves closer to finals ** Rates for Mon-Fri programs such as Jay Leno vary depending on the day of the week and the expected audience size
==== Pulling it all together: Media tactics and the media schedule ====
A media schedule is a program or plan that "identifies the media channels used in an advertising campaign, and specifies insertion or broadcast dates, positions, and duration of the messages". Broadly, there are four basic approaches to scheduling:
Blitzing: one concentrated burst of intense levels of advertising, normally during the initial period of the planning horizon Continuity: a pattern of relatively constant levels throughout a given time period or campaign (i.e. a relatively expensive spending pattern) Flighting: an intermittent pattern of bursts of advertising followed by no advertising (i.e. a moderate spending pattern) Pulsing: a combination of both continuity and pulsing; low levels of continuous advertising followed by bursts of more intense levels of advertising; (i.e. alternates between a high spending pattern and a low spending pattern) Empirical support for the effectiveness of pulsing is relatively weak. However, research suggests that continuous schedules and flighted schedules generally result in strong levels of consumer recall. With flighted schedules, the second and subsequent flights tend to build on the first flight, resulting in awareness levels similar to a continuous schedule, but often with reduced costs. A major consideration in constructing media schedules is timing. The advertiser's main is to place the advertisement as close as practical to the point where consumers make their purchase decision. For example, an advertiser who knows that a grocery buyer does a main shop on Saturday afternoons and a top-up shop on Wednesday nights, may consider TV to achieve general brand awareness, supplemented with radio spots to reach the shopper while he or she is driving to the supermarket or regular place of purchase on the days when the majority of consumers carry out their shopping.
== Measuring advertising effectiveness ==
Advertising is a major expense for most firms. Improved advertising effectiveness can deliver strategic and tactical advantages as well as helping to manage costs. Advertising managers are expected to be accountable for advertising budgets. Hence, most campaigns invest in a number of measures to evaluate whether advertising budgets are being well-spent and to assess whether the campaign requires improvement and, if necessary, to fine-tune campaigns in order to achieve the desired advertising effects. The main aim of effectiveness testing is to improve consumer response rates. Broadly, there are two classes of effectiveness testing: Tracking refers to a combination of both pre-testing and post-testing in order to provide continuous monitoring of advertising effects.
Pre-testing: qualitative and quantitative measures taken prior to running an advertisement with a view to gauging audience response and eliminating potential weaknesses Post-testing: qualitative and quantitative measures taken during or after the target audience has been exposed to the message or advertising campaign and used to track the extent to which advertising is achieving the desired communications objectives.
=== Pre-testing === Sound pre-testing exhibits the following characteristics: