Abstract:
Massive marketplace changes and several new research and analytical approaches have raised serious questions about 'how media advertising works' in the interactive, networked, global systems found in the 21st century media marketplace. Three new concepts/streams of research are identified: a) simultaneous media exposure by consumers, b) new cognitive psychology concepts on how consumers process information, and c) new analytical techniques that allow marketers to parse out the synergy that occurs among media vehicles in the marketplace. These are combined to provide a new model of 'how media advertising' works today. A consumer media consumption model is presented as the basic approach and the industry is urged to extend and enhance their initial thinking.
This could also be of interest:
Research Papers
How advertising works
Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Thornton C. Lockwood
 
June 15, 1967
Research Papers
A better practice approach for developing advertising
Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Gonzalo Perez-Duarte, Raúl Tena
 
October 24, 2004
Research Papers
How internet advertising works
Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment
Authors: Rex Briggs, Horst Stipp
 
June 15, 2000
