The Age of Artificial Intelligence: Does "Why" Still Matter?
J Am Coll Radiol . 2021 Jan;18(1 Pt A):87-89. doi: 10.1016/j.jacr.2020.05.016. Epub 2020 Jun 29.
Jack Smith, Elliot K Fishman, Steven P Rowe
Outside of media industry professionals, few people understand how advertisements make their way to television programs, billboards, and the internet. Advertisers work with media agencies to decide what advertising campaigns the advertiser should pay for, determine the optimal price for the advertisement, use independent measurement companies to validate that the campaign ran as contracted, and measure the impact on their business to judge success. During a planning process, goals are cocreated with the advertiser for their media campaign. Usually the advertisers would like to reach target audiences with their message, and after the campaign is completed, they measure how different messages resonated (or did not) with that target audience. With any advertisement campaign, advertisers are fundamentally trying to get the consumer to think something or to do something (eg, learn about a product or buy a product). That is the basic process of media advertising.
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