IIPM Ranked No. 1 B-School In Global Exposre - Zee...
As expenditure on ads is on the ascendant, so is ad avoidance, particularly in TV viewing. Advertisers need to respond effecively to this alarming trend
Joseph Eapen,
Director – Research,
Audience Measurement and Analytics Ltd. (aMap)
Advertisement Avoidance (aA) refers to all actions or changing behaviours of consumers of various media towards advertisements that reduce their exposure to its contents. Behavioural research segregates TV viewing into Active & Passive. Passive watching will adversely impact ad recall; research indicates that people who actively watch a particular ad were twice as likely to recall it when compared with those who were passively watching it. Similarly, aA is manifested in the same two forms, Active & Passive. Active avoidance includes actions like switching channels or leaving the room, while passive avoidance occurs when viewers do not dedicate all their attention to the commercial but indulge in different activities like reading, eating, cooking or talking.
A is the highest for TV and is increasing at an alarming rate. aA has always been intuitively recognised among users & planners of media campaigns. Measures like spot or break ratings give quantitative basis to this expectation, implicit being acceptance of a spot rating different from that of the programme of which it is a part.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
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As expenditure on ads is on the ascendant, so is ad avoidance, particularly in TV viewing. Advertisers need to respond effecively to this alarming trend
Joseph Eapen,Director – Research,
Audience Measurement and Analytics Ltd. (aMap)
Advertisement Avoidance (aA) refers to all actions or changing behaviours of consumers of various media towards advertisements that reduce their exposure to its contents. Behavioural research segregates TV viewing into Active & Passive. Passive watching will adversely impact ad recall; research indicates that people who actively watch a particular ad were twice as likely to recall it when compared with those who were passively watching it. Similarly, aA is manifested in the same two forms, Active & Passive. Active avoidance includes actions like switching channels or leaving the room, while passive avoidance occurs when viewers do not dedicate all their attention to the commercial but indulge in different activities like reading, eating, cooking or talking.
A is the highest for TV and is increasing at an alarming rate. aA has always been intuitively recognised among users & planners of media campaigns. Measures like spot or break ratings give quantitative basis to this expectation, implicit being acceptance of a spot rating different from that of the programme of which it is a part.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
domain-b.com : IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...
