Subject Index
 

The informercial, or direct response TV, is generally defined as a commercial with a toll-free telephone number that allows the consumer to buy the product being advertised. The infomercial industry h ...

Loren Grossman, chief marketing officer for RappCollins, discusses the opportunities for direct response TV advertising - such as video on demand (VOD), long-form TV commercials, and retail digital si ...

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 ...

Kirk Cheyfitz, managing director of MRM Partners’ The Publishing Agency, believes that the future of the advertising business lies in advertising that consumers choose to view, rather than see as an a ...

Conventional wisdom suggests that most purchases made from infomercials - 30-minute direct-response television advertisements - are made on impulse. However, this study of 878 infomercial purchasers o ...

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 ...

Argues that there is still a gap between the new media, as driven by the new technology, and how consumers will respond to them. There is little understanding of how people value, consume and interact ...

In what is becoming an increasingly cluttered competitive environment, advertisers are being forced to identify alternative approaches with which to communicate their messages. This article focuses on ...

Infomercial advertisements are becoming popular and increasingly more prevalent. The authors provide one of the first formal examinations of the infomercial shopper. Using a survey, the authors found ...

The growth in the number of advertisement promotions in the UK, sometimes called advertorials, led National Magazines to conduct research to establish the readers opinions on this form of advertising. ...