Below-the-line and other communications: Advertainme...

 

Chuck Young and Amy Shea Hall, Ameritest, examine two examples of branded entertainment films from BMW (both withdrawn despite creating unqualified buzz). They contend that one of the films 'worked', ...

As audiences increasingly find it easy to avoid commercials, advertisers are making more use of branded entertainment. This harks back to the early days of television, when there was often a relations ...

Drew Neisser, president and CEO of Renegade Marketing Group, describes a trip with his 12 year old son to the Dew Action Sports Tour in Louisville, Kentucky. On the trip they encountered over ten mem ...

ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004. The research compare ...

Reports an ANA survey into advertisers' attitudes to branded entertainment (product placement in television etc.). Three quarters of US advertisers are using it. Main reasons for using it are, not fea ...

Horst Stipp, senior vice president, primary and strategic research, at NBC Universal, discusses the two big issues of 2004, in US advertising circles. The first is product placement (or product integ ...

Andy Taylor, creative director at Heresy, believes that there has never been a better time for a new idea to break into the UK marketing business, but he doubts whether infotainment and advertainment ...

Neil Dawson, TBWA\London, and Mike Hall, Hall & Partners, look at another area of ‘brand experience’ – brand entertainment, which they define as entertainment that would not have existed without the b ...

Martin Payne, Through the Loop, and Ross Urquhart, RPM, argue that ‘brand experience’ is key to helping differentiate brands in today’s crowded market. Firstly they develop a definition for brand expe ...

Jim Carroll, UK chairman of BBH, argues that where once we judged ads on first whether they communicated the core message, and then whether they were involving/engaging – now we must reverse the prior ...

In this introduction to Admap’s focus on advertainment, Roderick White looks at the role and value of advertising as (and in) entertainment, and how advertisers are looking beyond traditional media ad ...

Justin Kirby, founder and managing director of Digital Media Communications, believes that ‘word of mouse’ activities are becoming increasingly important as part of integrated marketing campaigns. ‘Wo ...

Through acquisitions and mergers UBS has grown to be one if the biggest financial institutions in the world, but in 2001 its brand identity was obscure and fragmented. In this article Jestyn Thirkell ...