Question

Chapter 7 Exercises - Due COMM-MKTG 423 Mar 1, 2020 11:30 PM Answer the following questions in a single Word document. Each question is worth 5 points. 1. To be effective, multiple media should be chosen and integrated carefully. Individuals exposed to advertisements in combinations of media selected from television, radio, magazines, newspapers, and outdoor are more inclined to process the information than when a message appears only in a solitary medium. For each of the media. what is the probability of you being exposed to an advertisement (create a table? The percentages should add up to 100 percent. Which media are most effective in teaching you? Explain why. 2. Explain the concepts of recency theory and three-exposure hypothesis in your own words. Discuss an example of an advertisement that was a catalyst for a purchase you made. How many times did you see the ad before you made the purchase? How did the ad impact your action to make the purchase. Think of an ad you recently saw or heard that made no impact on your purchase behavior. Explain why in the context of recency theory. 3 Chapter 7 Exercises March

Answer 1

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(1)

Media	Probability of being exposed to advertisements
Television	45%
Radio	5%
Magazine	15%
Newspaper	20%
Outdoor	15%
TOTAL	100%

20's

I prefer to watch TV shows and movies (on TV) for long hours and am therefore exposed to the advertisements aired on TV. Additionally, I prefer reading newspapers and magazines and am particularly interested in the classifieds and advertisements section. I don't have a decent amount of interest in radio shows. People of my age group have their distributions of probability similar to me. Sometimes, few are more interested in traveling and shopping. So, the percentage of exposure through TV will reduce and the corresponding increase will be there in the outdoor exposure.

50's

People in this age group are very near to their retirement. They have a keen interest towards newspapers. Some of them are also interested in TV shows. Very few though actually have time for outdoor exposures. Some of them interestingly are exposed to radio-based shows and thus may encounter advertisements from this media.