Browsing by Author "Newall, John"
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Item Open Access The growth and decline of response to advertisements - A look at the importance of thresholds and wearout(Cranfield School of Management, 1975-11) Newall, John; Corkindale, DavidThis paper attempts to introduce and define the concepts of threshold and wearout and to review the existing state of knowledge surrounding these topics. The problem is first introduced in Section II, not explicitly in terms of threshold and wearout, but in terms of how these phenomena affect the decision of how many times a campaign or advertising theme should be run In Section III formal definitions of these terms, such as they exist, are provided and discussed within the context of the stimulus-response approach. It is suggested that the conception of how advertising works significantly determines the way in which thresholds and wearout are defined and assumed to operate. As such, problems of definition are discussed in Section IV together with the need to specify advertising in a time dimension and the need to specify the measure of response. The value of the stimulus-response ideology is brought into question in Section V and an alternative conception, illustrated for the case of direct response advertising, is proposed. This alternative is based on the need to consider the role of interest or involvement in the advertising when seeking to interpret different forms of response within the context of thresholds and wearout. This viewpoint is further developed in Section VI with reference to the available work on the effects of advertising repetition. Characteristics of the advertising appeal and format, the product or brand, the media and the schedule are discussed in terms of how they influence the level of response. A number of valuable insights are gained from extending these findings to derive implications for thresholds and wearout. Finally, Section VII provides an interim summary and conclusions. This report represents the first.in a three part study. A questionnaire is being circulated to many advertising decision makers from which further information and observations on thresholds and wearout can be established. The results of this exercise will be published in part two of this report. A final report will summarise the study's overall findings and.spell out what precautions can be taken to avoid high thresholds and low wearout in advertising and how these can be detected.Item Open Access An introduction to media scheduling - approaches and problems(1973-03) Newall, JohnThis paper aims to provide an introduction to the various approaches which have been used in handling the problem of scheduling communication messages in competing media forms. The references included in the discussion are by no means exhaustive of the number of examples of applications of the different approaches. Instead, attention has been restricted to those studies which, either illustrate the basic principles of the individual appraoch, or suggest ways of overcoming the accompanying limitations. A number of major conceptual or methodological difficulties associated with the media problem are felt to be suffucuently important to warrant individual consideration. accordingly, seperate sections are devoted to the problems of speifying the objective function, weighting factors and the time element within media scheduling.Item Open Access Thresholds and wearout : A survey of current beliefs and practices(Cranfield School of Management, 1977) Newall, John; Corkindale, DavidThis report presents the findings of a survey of advertising beliefs and practices related particularly to the phenomena of 'thresholds' and 'wearout'. The survey was by questionnaire to MCRC sponsors and other interested companies. The answers relate to 23 specific products or services and their advertising. The questionnaire was based upon prior discussion and research among most of the respondents and the literature on the topics which was reported in MCRC Report 12(i).