Power of Reach and Frequency In the Age of Digital Advertising
Media Reach, Media Influence?
Media Access
The Foundation of Media Effects Research
Famous Researchers
100
3+ exposures
What is considered the “general” definition of effective frequency exposure?
100
The belief that numerous others are reading, viewing, hearing or otherwise being exposed to similar news reports
What is media reach?
100
From the perspective of the Routes to Media Access reading, what resides in the hands of those controlling the means of production?
What is power?
100
This is the foundation of research examining effects of mediated information such as news, music, videos, Internet sites, and advertising.
What is measurement or manipulation of exposure?
100
This man said "the medium is the message".
Who is McLuhan
200
Crude rules of thumb – arbitrary standards, 3+ exposures as “effective”
Naïve theory that advertising must be subject to a threshold effect
What are the two main criticisms of Effective Frequency Planning (EFP)?
200
The difference between the reach of online media compared to printed media
who is people who have access to internet and computers and who is more likely to USE the internet (people under 30 assumed to be more likely)
200
This is data structured in such a way as to having meaning.
What is Information?
200
The extent to which audience members have encountered specific messages or classes of messages/media content.
What is exposure?
200
For most of the past two decades, the cost of a good what did not drop much below $2,000
What is a good computer?
300
25% evaluate the importance of accuracy in the reach and frequency distribution model
What is the percentage of media directors who think that the accuracy of reach and frequency distribution model is important to media reach decisions?
300
A majority of people who relied on the this for news tended to visit the websites of traditional news media
What is the internet
300
These users typically do not experience simultaneous exposure to the same message in the way that mass media audiences do.
Who are internet users?
300
The most straightforward way to assess people’s exposure to mediated communication.
What is to ask them?
300
These cognitive psychologists described human though in terms of a network of interconnected nodes.
Who are Rumelhart and McClelland?
400
Instincts
Experience
“Feel” of a medium
What are the nonquantifiable media directors rely on in determining what method of marketing to rely on?
400
People tend to estimate a significantly larger percentage of people read this kind of news compared to local articles
What is nationally circulated papers?
400
Taborsky asserted that meaning is semiotic and specific to architectures and she called it this
What are narratives?
400
A primary weakness in the use of global self-report measures
What is the uncertainty concerning the exact nature of the relevant content of the media to which respondents report exposure?
400
This conceptualizes access as a process of content creation as well as acquisition.
What is a nonlinear model?
500
These are factors for online media in considering effective reach and exposure
What are a.
a. Click-through rate
b. Unique visitors
c. Page views
d. Ad impressions
500
These types of people tend to have overestimate the number of others who agree with their position
Who are highly involved partisans? Highly involved partisans perceive news coverage as hostile to personal views, yet have an increased tendency to overestimate the number of Americans who share their views
500
The answer to the question "Access to what?" is this.
What is content?
500
Which hypothesis states that while aggressiveness in adolescents tends to increase use of violent media content (selective exposure), this exposure would reinforce that aggressiveness (media effects).
What is the “downward spiral” hypothesis?
500
This distinguishes exposure as the prerequisite for subsequent attention, comprehension, and retention.