International Encyclopedia of Communication Online

Extract

In the 1990s, accountability of advertising came high on the agenda in the commercial communication world. As a result a growing need for knowledge about the way the media environment influenced advertising effectiveness emerged. Standardized tools and new media studies were developed. And after 2000, greater actionability for media planners even on a day-to-day basis was incorporated into these measurement tools. Nowadays there is little argument in the commercial as well as academic world that campaigns should be monitored to better manage them in the marketplace (→  Advertisement Campaign Management ). Several factors were responsible for this development. On the advertisers' side, financial control and return on investment (ROI) were stressed more in relation to advertising efforts than in the period before. The enormous growth of traditional and new media types and vehicles combined with an increase in commercial messages fighting for attention. This situation made involved parties curious as to which advertising messages are “getting over the hurdle.” As Franz (2000 , 459) concluded: “This is the situation media research has to face in the near future: an unimaginable number of media for a more or less constant number of media users with limited time, money and (most important) attention capacities. The psychological key to coping with the overwhelming variety of media is ... log in or subscribe to read full text