How Do Media Work? Chapter 9 “If you don’t know where you are going, any road will get you there” Mark Kennedy and Jocelyn Finley
ARF Response Model Emphasized that media comparisons must be made on the basis of “apples to apples” Aka: can’t compare newspaper circulation to broadcast coverage Revised in 2000s to include new levels of paid media performance and to consider new media types, esp. online media
Effective Reach Percentage of a target audience that is exposed to a specific ad over a particular time frame enough to effect the purchase of product or service Attempts to forecast the most effective advertising frequency: the number of ad exposures needed to achieve a brand/company’s goals
Recency Objective: to reach the maximum audience each week just prior to any planned purchase in the product category Example: goal to reach 90% of buyers each week for 52 weeks with minimizing weekly frequency
Share of Voice The brand’s percentage, or share, of total advertising or communications messages in your primary business category and geographic marketing area and time frame Determined by the size of your budget compared to the collective ad budgets of your competitors
Purchase Funnel Diagnostic model that tracks the consumer decision- making process Involves periodic measurements for each level’s objectives Out of date?
Engagement Scale indicating the degree to which a consumer is likely to or has internalized a communication Advertising engagement, Media engagement The Simmon’s Study of Metrics Peacock, Purvis, Hazlett journal article