Television: Advertising effectiveness

 

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 ...

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 ...

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 ...

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 ...

Bill Gash summarises the present state of interactive television. He lists the additional uses the medium can be used for outside of normal viewing and believes that games and betting are the most po ...

Mark Cripps reviews the progress of interactive television and reports that of the 24.7 million household who have TV just over 9 million have iTV. It is suggested that the Government's proposals for ...

Nigel Sheldon reviews the likely developments of TV and predicts that mass audience TV shows will survive but interactivity will become an increasingly important feature. He quotes from two Henley Cen ...

Andrew Harrison of Nestle Rowntree critically examines current TV performance and practices. He cites complacency, lower audiences and excessive inflation as factors for advertisers being dissatisfie ...

This article is based on a paper presented at the annual conference of the Market Research Society. The authors introduce a study to understand the involvement of audiences for TV advertising and desc ...

The author asks whether the present favourable move towards magazine advertising is a real trend, and concludes that it is. He offers three reasons why: - (1) there is clear and long standing evidenc ...

The author uses the laws of Weight Watchers to describe the natural laws of advertising: - (1) don't pig out - moderation makes advertising work better; (2) don't skip dinner - more continuous adverti ...

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 ...

Discusses CIAMediaLab's multiple study of commercial recall, based on fieldwork by Broadcast Research in 1999. Results were merged with similar work for GMTV: the combined study allowed examination of ...

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 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 ...

The central idea of this paper is 'show emotions and the viewer will buy'. Based on a research with 951 TV commercials and 1,361 viewers, the authors arrived at several conclusions: Feelings on TV is ...

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 ...

For almost four decades, international marketers, advertising agencies, and academicians have been debating the applicability of standardized international advertising. This paper examines recent evid ...

This study assesses the impact of the growth of satellite television in the UK on terrestrial channels. The paper outlines the debate concerning satellite television's potential role in globalisation ...

This paper explores how young Japanese consumers relate to TV commercials and other media, and offers the hypothesis of 'peripheral communication' as an efficacious tool, which is manifested in the wa ...

Standardisation of international advertising campaigns and relaxed advertising regulations have led to Australian consumers being exposed to higher levels of foreign-produced advertising. The study de ...