Television: Advertising effectiveness

 

In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom. In March they get a little bit angry when hearing that the death of TV adve

Has the internet finally killed off TV? Contrary to what we may have read, reports of the death of TV advertising have been greatly exaggerated, say Tim Jones and Tom Baxter. The fact remains that we ...

This case study for the British Army in integrated digital communications details how a co-operative of agencies across all marketing disciplines and the client worked together in one location to achi ...

The CompareTheMarket.com case study is a story about the creation of a meerkat who became a social media cult hero with a hugely popular website created specifically for the campaign, CompareTheMeerka ...

This paper discusses an apparent paradox: TV advertising is found to be very effective, yet has little attention paid to it and is often poorly recalled. The first step is to understand 'engagement'.

Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and addit

In this article, three hypotheses were examined that, if accepted, would lead us to conclude that the effectiveness of TV advertising has declined over time. Seven different databases-accounting for a

TV keeps changing, and viewers have more alternatives than ever. Yet television-viewing behaviour continues to follow some law-like patterns that have remained in place over the past 40 years. These e

An analysis is performed on the results of 50 recent real-world TV advertising tests conducted by Information Resources, Inc. to update the findings of Lodish et al. [Journal of Marketing Research 32,

This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works. Advertising avoidance is similar

This article examines brand-execution tactics (showing and naming the brand) in television, internet video advertising, and brand placement within TV programs. Multiple research studies provide evide

The article discusses the best ways to measure the effectiveness of online advertising. Click-through, an obsession with many advertisers, is inadequate and liable to bias: it only captures 1% of the

This article proposes a new definition for engagement that is independent of attention. Engagement is defined as “the amount of subconscious 'feeling' going on when an advertisement is being processed

The article discusses the technological changes in television and their implications for media and advertising planning. Multi-channel TV has complicated TV planning whilst bringing the possibility of

Effects of mere exposure have been widely investigated in the area of advertising, consumer behaviour and social psychology. However, mere exposure theory presents an inherently passive audience persp ...

WARC Online's media editor, Laura James discusses and analyses the media strategies of the winners in the 2008 IPA Effectiveness Awards and finds four main themes: the changing role of TV advertising; ...

This article discusses some new approaches to multi-media research which attempt to assess the emotional value of media contacts over and above their reach. Research has shown that there are substanti ...

Music is very popular in advertising. You can hear as much music in commercials as you can on some commercial radio stations. This research analyzed 3,456 prime-time television commercials to not only ...

Consumers are increasingly using the mobile channel to be interactive with television programming and advertisements. To understand this emerging phenomena, we develop a model (the LOOP), conceptualiz ...

The impact of two dimensions of television program induced interactivity on advertisement and brand recall of an embedded commercial was examined with 246 respondents. Program-induced two-way communic ...

The ABC Television Network has undertaken a series of research projects to understand the effectiveness of advertising in online streaming of TV episodes on ABC.com. The results of the current study s ...

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 ...

Around a third of all TV ads include product demonstrations and they can make a strong contribution to advertising effectiveness. But demonstrating product benefits is no guarantee of success. If demo ...

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 ...

A key aspect of effective TV ads is that of branding: the extent to which consumers will remember that the ad was for a particular brand. This is not achieved through introducing the brand name early ...

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 ...

Describes the development and benefits of advertising self-regulation in the United States. NARC (National Advertising Review Council) is the advertising industry alliance of the AAAA, AAF, ANA and CB ...

John Kastenholz, from Unilever (USA), and Charles Young, Ameritest, contend that there are ways of managing creativity and producing TV advertisements that are superior to the competitors (and beat th ...

Tom Woodnutt and Fiona Jack, Green Light International, discuss the future of TV advertising in an era when consumers seem to resent advertisements and have the means to avoid them (the empowered cyni ...