Advertising Weight

Advertising Weight

1. The number of pages in a periodical consisting of advertising divided by the number of total pages.

2. The actual or projected number of contacts an advertisement has. For example, if a stretch of highway has 1 million cars driving through it every day, a billboard on that highway has an advertising weight of 1 million per day.
References in periodicals archive ?
It Is Expected That The Majority Of The Advertising Weight Must Go For Television And The Internet.
Thus, much research attention, especially of econometric analyses of market data, has focused on testing the effectiveness of the advertising weight, measured in dollars, gross rating points, frequency, or exposures.
Finally, there is one area that holds much promise for improving online ad effectiveness: media scheduling, which encompasses the amount of advertising weight and its spacing over time.
Advertising weight variables were not included in the LISREL and econometric estimation, even though advertising media schedules for the advertising campaign were available.
This advertising weight makes it possible to totally saturate a market and dominate the competition.
Although there would be no market impact at all without airing the advertisements, the relationship between advertising weight alone and market response (r = .25) is not as strong as the relationship between advertising "quality" and market response.
This is important to planning, because if what Adstock describes as a GRP's future effect has already occurred as an increase in baseline sales and responsiveness to advertising, there is no sensible argument for substituting Adstock for fresh advertising weight. That is simply ignoring opportunity and allowing awareness, saliency, and the base business to erode.
This is the key objection to using elasticity as the comparative measure: it changes with the advertising weight.
Thus, the present study uses a refined version of the model based on matched cable panels, or test markets, receiving any arbitrary advertising weight levels.
MODELING ADVERTISING AWARENESS essentially means attempting to establish a mathematical relationship between the level of awareness and the amount of advertising weight.
A second explanation is that advertising weight and brand salience are cues to consumers indicating which brands are popular.
In order for manufacturers to use advertising effectively, it is necessary to understand the complementary roles of advertising weight and ad effectiveness.

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