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Advertising Media Analysis : Evaluating Advertising Performance for TV, Magazines, and In-Game for a Gaming Accessories and Lifestyle Brand / Kay Lawrimore Belanger (Author), Brian A. Vander Schee, (Editor).
- Format:
- Book
- Author/Creator:
- Belanger, Lawrimore Kay, author.
- Language:
- English
- Subjects (All):
- Marketing--Management.
- Marketing.
- Physical Description:
- 1 online resource
- Other Title:
- Advertising Media Analysis
- Place of Publication:
- [Place of publication not identified] : SAGE Publications, Inc., 2024.
- Summary:
- Students join the GameGear Emporium advertising team on an exciting journey of a data-driven evaluation of advertising decisions. The team's conversational approach provides the framework for illustrating critical metrics and the process for comparing media performance. This data challenge is appropriate for use in undergraduate marketing courses.The advertising team members, Riley, Jordan, and Alex, represent diverse perspectives as they discuss evaluating the past four-month media plan using TV, magazine, and in-game. The team's conversation provides the foundation for explaining advertising metrics with a focus on frequency, reach, impressions, CPM (cost per thousand impressions), frequency response function, wear-in, and wear-out. By immersing themselves in this scenario, students gain an understanding of the interplay between subjective opinions, objective data analysis, and the complexity of media decisions. To complete this challenge, familiarity with Excel or other spreadsheet software is desirable.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 1-0719-5913-1
- 9781071959138
- OCLC:
- 1463981645
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