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Essay / Research Paper Abstract
This 3 page paper considers the different factors that need to be included in a media planners decision regarding which media for to adopt. The example used is a scenario where a planner is promoting the opening of a local club. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEmedchoice1.rtf
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Unformatted sample text from the term paper:
considered. The marketer will want to reach the target market in a cost effective manner. There will be a number of choices and as such there may be the determination
of a primary and secondary choice of media. The way in which the media portrays good may be seen as key to the way in which consumers may desire
them, creating an image that may be associated with the products that are sold (Zukin and Maguire, 2004). It is argued that the purchase is not the purchase of the
good being sold but the idea of that product and the association with the lifestyle or the image of ownership (Zukin and Smith Maguire, 2004).
The media may create a market very effectively for any product, even one that does not exist. This was shown with the well known advertisements that were placed
for a perfume called Shelia using only posters on London bus shelters in order for a single advertising agency to show that this was an effective medium. The campaign was
successful, people were going into shops asking for a perfume that was advertised as an Australian perfume, which did not exist. The campaign proved that advertising on bus shelters only
was an effective way advertising. This tells us not only that the medium of posters is, or rather was, successful but also that when considering different forms of media none
should be disregarded. When the decision ids made over which form of media to use the goals of the media will need to be considered. In this case it
is to inform the residents of the town of a new health and fitness club opening, but also to let them know when it is opening, where it is and
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