1. How Do Media Work?
Chapter 9
“If you don’t know where you are going,
any road will get you there”
Mark Kennedy and Jocelyn Finley

2. ARF Response Model
 Emphasized that media comparisons must be made on
the basis of “apples to apples”
 Aka: can’t compare newspaper circulation to broadcast
coverage
 Revised in 2000s to include new levels of paid media
performance and to consider new media types, esp.
online media

3. Vehicle Distribution
Vehicle Exposure
Advertising Exposure
Advertising Attentiveness
Advertising Communication
Advertising Persuasion
Advertising Response
Sales Response

4. Effective Reach
 Percentage of a target audience that is exposed to a
specific ad over a particular time frame enough to effect
the purchase of product or service
 Attempts to forecast the most effective advertising
frequency: the number of ad exposures needed to
achieve a brand/company’s goals

5. Recency
 Objective: to reach the maximum audience each week just
prior to any planned purchase in the product category
 Example: goal to reach 90% of buyers each week for 52
weeks with minimizing weekly frequency

6. Share of Voice
 The brand’s percentage, or share, of total advertising or
communications messages in your primary business
category and geographic marketing area and time
frame
 Determined by the size of your budget compared to
the collective ad budgets of your competitors

8. Purchase Funnel
 Diagnostic model that tracks the consumer decision-
making process
 Involves periodic measurements for each level’s
objectives
 Out of date?

10. Purchase Funnel
 http://mashable.com/2013/01/16/mobile-app-revenue/
 http://www.mediapost.com/publications/article/177309/the

11. Engagement
 Scale indicating the degree to which a consumer is
likely to or has internalized a communication
 Advertising engagement, Media engagement
 The Simmon’s Study of Metrics
 Peacock, Purvis, Hazlett journal article