Key Metrics Every Media Buyer Tracks for Campaign Success

Pressboard surveyed over 160 North American publishers about how they price branded content and found that just over 91% are based on a flat fee or impressions-based model. This is in stark contrast to what the media buyers had to say about how they would prefer to buy branded content from publishers. 75% of media buyers interviewed for this guide said that they would prefer to buy branded content on a cost per view/read basis. While there is still a 

big disconnect between buyer and seller, many media buyers we spoke with mentioned that they have started to see a change in pricing models and a willingness on the part of publishers to commit to results-based pricing.“ Pressboard surveyed over 160 North American publishers about how they price branded content and found that just over 91% are based on \

flat fee or impressions-based model. This is in stark contrast to what the media buyers had to say about how they would prefer to buy branded content from publishers. 75% of media buyers interviewed for this guide said that they would prefer to buy branded content on a cost per view/read basis. While there is still a big disconnect between buyer and seller, many media buyers we spoke with mentioned that they have started to see a change in pricing

Condition allows the author to approach

individuals in order to perform the study's survey. Furthermore, information from the author's discussion with the commissioner's marketing manager, referred to as MM, was utilized in this study (Appendix 2). As already stated, the purpose of this thesis is to investigate the impact of event marketing on brand awareness. This research is divided into three sections in general. First, in the theoretical section, the concept of event marketing is first developed by 

accumulating related literature study in marketing and event management. In addition, brand awareness and the role of it are researched and analysed. As a result, the significance of event marketing in brand awareness is revealed in the theoretical section. Second, empirical study is conducted to evaluate the impact of event marketing on brand awareness in the reality. Last, the theoretical and experimental study parts are contrasted and examined, 

allowing the impacts of event marketing on brand awareness to be determined.The empirical section of the study is quantitative in nature, with the goal of determining the impact of event marketing on brand awareness. Quantitative research use statistics or figures to enable academics to quantify the world. Quantitative methods, when combined with statistics, not only allow us to quantitatively describe events, but also assist us in determining correlations 

Between two or more variables

(Stockemer 20019, 8.) To support the quantitative research in this thesis, a survey with the commissioner's approval, is constructed and distributed to participants after the event, based on theoretical parts that gathered information and knowledge from a vast number of articles, textbooks, and publications. By obtaining these consumer data, this research holds great possibility to look at the impact of event marketing on brand awareness. The final results of 

this study are drawn from many references and the experimental study of this research. The results are presented to the commissioner and used as a document to develop strategies for the marketing department. 1.2 Commissioner's Introduction  is an Ielts preparation centre with the mission building a quality and effective education foundation, putting the needs and interests of students first. ITT was founded in 2017 as a collection of 

instructors and students aiming to get a high IELTS score. They have grown steadily since then and have now become an educational centre. ITT has been asserting its position in the IELTS teaching market in Ho Chi Minh City area.  Vietnamese students have been looking for an opportunity to join the international student community as part of the international integration process. As a result, being able to utilize English skills in 

Work and school becomes critical

address the requirements of society, a number of English centres with various teaching approaches have been established. As a result, the IELTS teaching market is competitive. (MM.) ITT uses event marketing in its marketing strategy to differentiate itself from other IELTS preparation centers. ITT uses event marketing to provide potential clients the opportunity to try out its products and services. The event's subject is modified every month 

based on market demand. It does, however, try to provide learnersThe awareness, interest, desire, and action (AIDA) model, which has been shown to be useful in understanding human behaviour from media exposure to purchase, can explain how consumers use certain products or services through marketing communication (Strong 1925, as cited in Song, Ruan & Jeon 2021, 2). As the Figure1 shows, the AIDA model was built on the concept that 

customers evolve through a succession of cognitive, emotional, and behavioural phases (Smart Insights 2022). Various research have demonstrated that consumers pay attention to media stimuli, which leads to interest in items, brands, or services advertised in the media (Song, Ruan & Jeon 2021, 2). Therefore, when a consumer needs to learn about the presence of a product or service, the first step in the communication process is to draw their 

Conclusion

attention to it.At this stage, firms must directly demonstrate the attributes that are most appealing to customers. The messages sent across the channels must be improved. Because the initial point of contact between the company and the client leaves a lasting impression. Just like when a person read a book, if he/she is intrigued by the title, he/she will want to read the rest of the book (Smart Insights 2022). Pashootanizadeh and Khalilian’s explanation of 

four stages of AIDA model is summarized in Table 1The term brand is derived from the Old Norse word brandr, which meaning "to burn" (an identifying mark burned on cattle with a hot iron), since brands were and still are used by livestock owners to identify their animals. Due to a lack of a shared knowledge of brand complexity, brand interpretation and management become more difficult. As a result, understanding the nature of a brand is critical for building, 

growing, and defending brands and businesses in general. (Maurya & Mishra 2012, 122.) According to Maurya and Mishra (2012, 125), a brand is described as an identity structure with six integrated elements of culture, personality, self-projection, body, reflection, and relationship. Whereas, a brand, relying on Heding, Knudtzen & Bjerre (2009, 9), is “a name, term, sign, symbol, design, or a combination of them which is intended to identify the goods