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Presently, one 30-second commercial on television could cost an advertiser anywhere from
$250,000 to well over $ 2 million dollars. As a result, a dvertisers want to be assured that they are buying the "right" audience.
Television content not only attracts a particular sort of audience, popular TV programs can also provide good contexts for advertising. My program of
research is meaningful for advertisers, network programmers, producers, and mass communication theorists because results identify how certain audience characteristics (i.e. gender,
personality, and motivations) influence viewing behaviors, program choice, and consumer attitudes and affective states.
It has been my professional objective to contribute to the field of mass communication by conducting research studies which focus on defining the media audience and
viewing behaviors. For an advertiser, my research program can help to increase advertising effectiveness, recall, attention, and exposure. By defining media audiences, their
viewing behaviors, expectations, and needs, advertisers can design ads that have the "right" appeal and appropriate selling message.
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