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The importance of social motives for watching and interacting with digital television
Steven Bellman, Anika Schweda and Duane Varan, International Journal of Market Research, Vol. 52, No. 1, 2010, pp. 67-87
Contrary to a key assumption of the TV industry, interaction with digital interactive TV (iTV) programmes and ads is driven as much by social motivations as it is by information seeking.
Contrary to a key assumption of the TV industry, interaction with digital interactive TV (iTV) programmes and ads is driven as much by social motivations as it is by information seeking. This insight was revealed by a survey of a representative sample of 867 digital TV households in the UK, which has one of the largest and most experienced digital iTV audiences in the world. This new survey used a comprehensive but efficient set of motivation items, so that no important motivations were left out, which may explain why social motivations emerged as important in this study, whereas they have not been in studies of traditional TV watching. Suggestions are made for how marketers and programme producers can make iTV content that appeals to viewers who are motivated by social needs.
Infomercials Revisited: Perspectives of Advertising Professionals
Patricia S Chapman and Prof Richard Beltramini, Journal of Advertising Research, Vol. 40, No. 5, September/October 2000
After reviewing the history of 'infomercials' and published case studies in the USA, the author reports on a postal survey to assess attitudes of current advertising professionals to infomercials and compare the results with Beltramini's benchmark study (1983).
After reviewing the history of 'infomercials' and published case studies in the USA, the author reports on a postal survey to assess attitudes of current advertising professionals to infomercials and compare the results with Beltramini's benchmark study (1983). The investigation focussed on aspects of infomercial length, information, cost, objective, involvement and wearout.
Maximising the Effectiveness of Direct Response Television Advertising.
Hugh Johnson and Richard Fielding, ESOMAR, Sponsorship and Promotion, Madrid, March 1995
Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing.
Direct Response Advertising (i.e. Ads with telephone numbers) on television is growing. It is in the interests of all to try to ensure the medium is used with maximum efficiency. His study merges two sets of data, the audience to DRTV commercials and telephone response data which can then be cross-analysed against various criteria to see what will produce the best response rate. The factors examined are several but include such items as the best time of day to advertise, the best length of the commercial, whether to have a voice-over of the telephone number and so on. The results described below should enhance the general understanding of DRTV and enable those especially newer to the medium to obtain more from their T.V. expenditure.
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