The Open Source in Media Knowledge. Decades now, we are trying to find out "How Advertising Works". MediaMedicKit soul purpose is to unlock this mystery.
Developing a Media Theory.
"Relevance" Theory in Progress..
What ticked me to publish MediaMedicKit.com is the quest of answering "How Advertising Works".
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Changing Lives (Future Foundation)
10 January, 2010
Email: josiew@futurefoundation.net
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Executive Leadership Program (AAAA)
11 - 15 January, 2010
Four Seasons Resort, Palm Beach, Florida USA
Now more than ever, advertising agency executives are faced with
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2010 ANA TV & Everything Video Forum (ANA)
11 February, 2010
New York Marriott Marquis, Times Square USA
The ANA TV & Everything Video Forum recognizes that the role of
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IAB Annual Leadership Meeting (IAB)
21 - 23 February, 2010
La Costa Resort, Carlsbad USA
Revenue: The Next Wave, the theme of the IAB Annual Leadership
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Global Healthcare 2010 (ESOMAR)
28 February, 2010 - 2 March, 2010
W New York USA
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Transformation 2010 (AAAA)
28 February, 2010 - 3 March, 2010
Hilton San Francisco Union Square USA
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Social Media Series: Social Networking World Forum 2010
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15 - 16 March, 2010
Olympia, London UK
Two day event with four dedicated conference streams: Social
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2010 Advertising Law & Business Affairs Conference
(ANA)
17 - 18 March, 2010
The Park Hyatt, Washington, DC USA
The advertising industry is facing unprecedented challenges.
Radical new policy initiatives, the most significant since the
Great Depression, will transform the practice of advertising.
Meanwhile, developments in the courts impacting the First
Amendment and new regulatory and self-regulatory initiatives
continue to reshape the legal environment for advertising. In
celebration of ANA's 100th anniversary, our sixth-annual
conference will take place for the first time in Washington, DC
in recognition of the changing environment. These changes will
impact virtually every aspect of advertising activity: from tax
policy to the potential creation of a new mega-agency to oversee
financial advertising and marketing, from the dramatic
enhancement of the FTC's regulatory rulemaking and enforcement
powers to the accelerating efforts to extend and expand existing
regulation to the new media. Join us to hear from leading legal
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Re:Think 2010: The ARF 56th Annual Convention + Expo (ARF)
22 - 24 March, 2010
Marriott Marquis, New York City USA
Re:think is the seminal research forum of the year where the
entire industry gathers and the latest indispensable knowledge
driving advertising and marketing is discovered, explored and
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Research 2010: The Annual Conference (MRS)
23 - 24 March, 2010
Park Plaza Riverbank, London UK
This landmark event, now in its 53rd year, will continue to
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themes of the conference this year cover society,sectors,
business and techniques. We look forward to seeing you and your
colleagues for what promises to be an exciting, inspiring and
extremely worthwhile event.
Email: james.coyle@mrs.org.uk
Web: research-live.com
Relevance (Media Theory in Progress...)
Trying to connect the bits and pieces, in this section are my thoughts exposed. And because of that the paragraphs below are... what else, scattered thoughts.
After reading hundreds of Media & Research Papers (Journals), and also from my experience as a Media Planner, I decided to publish what I learned through-out the years.
What ticked me to publish MediaMedicKit.com is the quest of answering "How Advertising Works".
I came to the conclusion that the most effective factor for a successful campaign is Reach (if we take as a fact that the creative/copy is good).
The question is how much frequency do we apply for making the message aware/memorable.
John Philip Jones with his STAS (short term advertising strength) model says that 1 ad exposure makes the biggest impact and everything else (2+) adds little awareness.
Colin McDonald says that the optimum exposure is 2.
Michael J. Naples, the father of Effective Frequency (1979), says that the most effective frequency (after Herbert Krugman's study in 1972) is 3 exposures.
Please keep in mind that the exposures mentioned above are not OTS (opportunity to see) but real advertising exposures.
We have to take in consideration of the ads attention levels (eyes on screen). A study of Bearden, Headen, Klompmaker and Teel (1981) revealed attention levels for day-time television, varied from 20%-50% of programs ratings, and for prime time 76% at program ratings for station-break and 84% for in-programs commercials. Also another research in attention levels from Abernethy's (1990), revealed an estimation of 32% television commercial avoidance or 68% advertising exposure.
If we take Abernethy's advertising attention levels research, we conclude that in every 3 OTS (vehicle exposures) we have 2 advertising exposures.
How many days does the effect of 1 exposure last?
We have to categorized the products as high, medium and low awareness.
The optimum goal for planning a campaign is how to achieve higher reach.
Does ads influence a purchase? I have 1st to want and buy a car, 2nd my positioning of the (let's say) 2 cars I have in mind and if the 2 cars are at the same positioning, the advert will make me decide either by price, or years warranty or extras or beauty or positioning etc.
If it's a car then the frequency should be less but if it's consumer goods then the frequency much be higher. This is because if we exposed to an ad we give more attention in bigger and expensive goods/services than smaller and cheaper.
Frequency of 1, 2, 3+ ? It's the viewers/consumer relevance with the product/service advertised that will define the frequency effectiveness.
I have to research papers of different kind of Media (radio, outdoor, print etc) importance/awareness to consumers.
I have to insert a factor of how much awareness (GRPs) does a consumer needs in order to say that the consumer is aware/know of the brand.
Which is a correct response curve? Concave (John Philip Jones) or S-shaped (Michael J. Naples).
At the end of my Theory, I have to find "How Advertising Works" through all of media (media mix) that are selected.
If effects of advertising can last for the next week then why continuity? Choose Pulsing (week on air, week hiatus).
Loyalty of the brand makes a big role for the consumer to seek/ask the product.
Launching a product requires effective frequency (F3+) with 80% Reach, the launch Follow Up requires an F2+ of 75% Reach and then Reminder comes with F1+ 65% Reach. The above does not concern only TV. The Reach targets are within a Media Mix (TV, Press, Radio etc).
For fast moving goods, when you encounter an ad in TV it's not a reminder to put the product in your shopping list that you are going to buy the next day. It triggers you to open the refrigerator / cabinet and drink / eat the product. When you visit the supermarket, brand positioning and liking of a product plays greater part than the advert you saw today or yesterday. Of course brand positioning is due to long-term advertising. Liking of a product is due to the product itself.
Andreas Ioannou
Media Medic
Media Director