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Essay / Research Paper Abstract
A 5 page research paper that examines TV and periodical advertising and whether or not this expenditure is actually worth the billions that advertisers pour into this effort to be competitive in the world marketplace. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: D0_khads.rtf
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Unformatted sample text from the term paper:
April, 2001 - properly! The amount of advertising dollars spent worldwide by manufacturers of everything from automobiles
to toilet tissues is truly staggering. However, just pouring money into an enterprise doesnt necessary mean that the enterprise is effective. The following examination of advertising will examine TV and
periodical advertising and whether or not this expenditure is actually worth the billions that advertisers pour into this effort to be competitive in the world marketplace. TV Ads -
surprisingly ineffective, but trying harder with virtual ads Researchers, more or less, agree that the current effects of TV ad exposure on purchases are too small to capture and are,
perhaps, nonexistent (Tellis and Weiss 2). On the other hand, the current effect of price, in-store displays and retail newspaper ads are "pronounced and difficult to miss" (Tellis and Weiss
2). For instance, in an analysis of toilet paper purchases, research found that the main effects of TV advertising to be "marginal" (Tellis and Weiss 2). The Advertising Research Foundation
instigated five studies in which single-source information was used to determine the effects of advertising. One of the studies found any effects significant enough to report (Tellis and Weiss 20.
That study, which was conducted by Kanetkar, et al, found no main effect, but instead an inverse reaction of advertising on price elasticity. This effect suggests that "advertising increases
price sensitivity and plays a role opposite to that intended by managers" (Tellis and Weiss 2). Realizing that viewers already resent the interruptions in viewing caused by TV ads,
there is a new tread that may alleviate this somewhat while increasing available advertising space - virtual advertising, which falls under two main categories, virtual signage and virtual product placement
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