Discuss recent developments in the measurement of television viewing audiences and their implications for advertisers. Do you think advertisers should have to pay for viewers who watch TV shows on a time-shifted basis on their DVRs or video on demand? The chapter discusses the debate between the television networks and advertisers over measurement of TV viewing audiences. Evaluate the changes that have been made to provide advertisers with better measures of television viewing audiences as well as commercials.
Answer to relevant QuestionsWhat is a commercial rating and how does this measure differ from a program rating? Discuss why advertisers and media planners prefer commercial ratings rather than program ratings.What is meant by selectivity with regard to the purchase of advertising media? Discuss the various ways magazines offer selectivity to advertisers.Content sponsorship has been on the increase in a variety of mediums. Give examples of sponsorships in different media and explain why their use is increasing.Discuss some of the advantages and disadvantages of branded entertainment. Do you see business in this area increasing or decreasing in the future? Explain your answer.Direct marketers are very good at determining the effectiveness of their programs. Many direct marketers now measure the impact of the program on the consumer funnel. Explain how direct marketers measure effectiveness, and ...
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