Recall visual and audio appeal and so on as expected

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recall, visual and audio appeal, and so on. As expected, themore expensive television advertisement has the highestexposure effectiveness rating along with the greatestpotential for reaching new customers.At this point, the HJ consultants pointed out that the dataconcerning exposure and reach were only applicable to thefirst few ads in each medium. For television, HJ stated thatthe exposure rating of 90 and the 4000 new customersreached per ad were reliable for the first 10 television ads.After 10 ads, the benefit is expected to decline. For planningpurposes, HJ recommended reducing the exposure rating to55 and the estimate of the potential new customers reached to1500 for any television ads beyond 10. For radio ads, thepreceding data are reliable up to a maximum of 15 ads.Beyond 15 ads, the exposure rating declines to 20 and thenumber of new customers reached declines to 1200 per ad.Similarly, for internet ads, the preceding data are reliable upto a maximum of 20; the exposure rating declines to 5 and thepotential number of new customers reached declines to 800for additional ads.Flamingos management team accepted maximizing the totalexposure rating across all media as the objective of theadvertising campaign. Because of the managements
concern with attracting new customers, management statedthat the advertising campaign must reach at least 100,000

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Term
Fall
Professor
NoProfessor
Tags
Marketing, Advertising, Television advertisement, Promotion and marketing communications, Infomercial

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