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Digital Disconnect Local Advertisers and the Challenge of the Changing Media Placement Market

THE UNIVERSITY OF GEORGIA. Digital Disconnect Local Advertisers and the Challenge of the Changing Media Placement Market. Becca Burton Jameson Hayes C. Ann Hollifield. THE UNIVERSITY OF GEORGIA. Literature. “Tried and true” is “old and useless” – Trevino, 2008

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Digital Disconnect Local Advertisers and the Challenge of the Changing Media Placement Market

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  1. THE UNIVERSITY OF GEORGIA Digital DisconnectLocal Advertisers and the Challenge of the Changing Media Placement Market Becca Burton Jameson Hayes C. Ann Hollifield

  2. THE UNIVERSITY OF GEORGIA Literature “Tried and true” is “old and useless” – Trevino, 2008 • Economic Utility of Advertising (Napoli, 2003) • “Tried and true” (Coulter & Sarkis, 2005) • New/emerging Media Knowledge Gap (Ad Age, 2010; Celestian, 2009) • Selecting Local Advertising Media • Local media as niche (Coffey, 2007) • Defaulting (Nowak, Cameron, & Krugman, 1993) • Looking for a Bridge (Reid et al., 2005)

  3. THE UNIVERSITY OF GEORGIA Hypotheses & Research Questions • H1: More rurality, less online ad placements with local media sites. • H2: Placement on daily over weekly media organizations’ sites. • H3: Advertising investment affects likelihood of placing digital ad. H4: Web presence increases likelihood of advertising online. RQs: Factors & attitudes affecting local online placement.

  4. THE UNIVERSITY OF GEORGIA Methodology Content Analysis of Advertising Placement in Media Market • Southern U.S. – television station footprint • Print, broadcast, and digital advertisements • Constructed week sample (November-December 2009) • 10,195 local ads by 2,099 local advertisers • IVs: location, publication frequency, product type, number of ads • DVs: Media Type Semi-structured Interviews w/ Advertising Decision Makers • 2 local markets within regional media market (15 per market) • 30 businesses (active, former, and online advertisers)

  5. THE UNIVERSITY OF GEORGIA Results • `

  6. THE UNIVERSITY OF GEORGIA Results Facilitators • Consumer migration • Cost Effectiveness • Creative capabilities • Specificity • Reach • Measurement Hindrances • Sheer Mass • Penetration • Demographic Data • Quality of Content • Measurement • Knowledge: • of Option • of Sales Rep • of Advertiser • Package Structure

  7. THE UNIVERSITY OF GEORGIA Conclusions • Market, organizational, and knowledge factors • Economic utility assessment of new media options • “Tried and true” media selection practices continue Limitations • One market • Radio not included • Timing of data collection Future Research • More Markets • “Tried and true” perceptions • Examine package structures & • sales incentives

  8. THE UNIVERSITY OF GEORGIA Questions & Comments

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