Effectiveness in individual media: TV

 

An analysis is performed on the results of 241 real world TV advertising tests conducted by Information Resources, Inc. between 1989 and 2003 to partially update the findings of Lodish et al. [Journal ...

In this article, Tess Alps and David Brennan, of Thinkbox, discuss five prominent myths about television advertising and argue, based on extensive research, that they are wrong. These include the fact ...

Short-term advertising strength (STAS) is estimated based upon personal interview data. These estimates are upward biased relative to electronic single-source-based estimates. However, when electronic ...

This paper presents the results of the first content analysis of the inclusion and portrayal of older models (50+) in UK prime-time television advertising. Findings suggest that older models are not p ...

As a direct marketing tool, electronic Short Message Service (SMS) is likely to surpass internet-based advertising before the end of 2006. This article profiles heavy and light consumer acceptors of S ...

In the UK single-source panel data experiments have been used to correlate TV advertising exposure and buying behaviour since the early 1960's. Ivor Millman, research advisor at ITV, reports on lesso ...

Television advertising is important for maintaining the value of a brand in a way we can control, yet marketers are increasingly being required to justify the value gained for TV spend. This article s ...

This study sets out to prove that viewers that become deeply involved in event television programs, such as Idol, respond more positively to advertising. The nature of the program offers multiple touc ...

This article introduces a moment-by-moment picture-sorting technique for measuring the emotional content of TV commercials. This new dynamic approach to analyzing the dramatic structure of commercials ...

The growth of new technology (DVR, TiVo) is increasingly changing TV viewing habits. Among users, most TV is now time-shifted, and commercials rarely viewed, at least at normal speed. The media indust ...

Joe Mandese, in his regular review of US ad practice, discusses how TV-centricity (persistent obsession with the TV medium) is guiding the thinking about planning other media – especially broadband in ...

Super Bowl advertising receives considerable media attention each year, in part, because of the large TV audience the event attracts. Since 2000, advertisers have spent an average of over $2 million t ...

Chuck Young, Ameritest, and John Kastenholz, Unilever, explain the importance of emotion in TV commercials, and how different storytelling structures lie at the heart of ad analysis. In pre-testing t ...

In this article Adrian Ingham outlines the decline in profits of the music industry and sites illegal trading of music as a major contributor to the problem. He uses the 'Pop Idol' TV show as an examp ...

Describes a research project to investigate the differences between girls and boys, at different ages, in their attitudes to pocket money, brands, media and responses to advertising. Media investigate ...

This paper replicates a portion of the Weinberger and Spotts (1989) study, which compared the use of humour in television advertising in the US and the UK. A careful comparison of the results of the t ...

This paper focuses on four areas in which Nielsen Media Research (NMR) is making considerable strides towards improving the quality of the data that it gathers from its diary samples and its metered h ...

In September 2000 Nielsen Media Research installed in the Boston DMA the first of 600 households as part of its plan to introduce People Meters to local markets. With the sample at 420 households inst ...

This study investigated the effects of violence and brand familiarity on an individual's responses towards television commercials measured in terms of memory, brand attitude and purchase intention. Re ...

The roles of children in modern society are changing. Children continually assume larger roles in their homes and are becoming more involved in the shopping habits of the household. As a result, they ...

This paper deals with the media multiplier effect. The effects of four campaigns were studied for the first time in Finland with a methology that uses the possibility of ad exposure as a starting poin ...

Advertising is generally seen to play an informative, image-shaping role. Advertisers, however, are increasingly demanding proof of what their investment brings them in the sense of 'more sales'. The ...

This working paper, which is sponsored by the Institute of Marketing - Copenhagen Business School, is based on results from our final MS thesis, Master of Science in Marketing, with focus on 'Children ...

There is a long-standing debate in the TV advertising business as to the relative commercial effectiveness of shows airing on broadcast vs. ad-supported cable television, which is similar to (if not s ...

Complains that many commercials currently on television are simply unintelligible to the viewer, and seeks explanations. “If incomprehensible commercials are running on television and nobody cares, th ...

ASTAS is an attitudinal measure of STAS-like effects of different campaigns, brands and media. It is developed in the Nordic countries in the absence of ‘real single source data’ and with a media envi ...

This paper examines the efficacy of viewing duration as a measure to value TV programs and audiences. The results of research tests that found a positive relationship between TV viewing duration and r ...

An exploratory study of how the general public perceives specific TV ads has shown that about half do not see them as differentiating the brand, or as giving information about it. Hence there is then ...

In order to play its full role, ITV will need to ensure that it gets its content right. For smaller television players content is also important, but they are looking to reach smaller target groups o ...

This paper explores the role qualitative research played in expanding the 'social contract' between a pharmaceutical company and its potential 'customers'. Earlier this year, Eli Lilly and Company lau ...