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| Topic : Media viewership |
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Posted in Community :
Media Mughals
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Activity:
33 views;
last activity : 07 06 2010 20:18:09 +0000
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Effectiveness
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Attitudes And Beliefs
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Audience composition indexes are interesting metrics. They help publishers efficiently price campaigns and inventory but say nothing about campaign effectiveness. The fact that there is so much more media around these days means that the demand is there for content. Great content is driven by great ideas, and both attracts and involves an audience. Brand owners should see such issues as convergence, interactivity, and the very fragmentation of media as an opportunity, not as a threat or as a reason for measured media costs to rise faster than inflation.
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by
neha singh, Content Editor, Avestia Corp
| 10 17 2008 11:13:47 +0000
you can take surveys to get a feel of the audience. take a pilot reading and then add to the rest of the data.
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Neha what you suggested is right but that may be some part of the task, Audiences are not blank sheets of paper on which media messages can be written, members of an audience will have prior attitudes and beliefs which will determine how effective media messages are, personal contact and religion, are more likely to influence people. The Effects model is considered to be an inadequate representation of the communication between media and the public, as it does not take into account the audience as individuals with their own beliefs, opinions, ideals and attitudes.
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