Warc index
 

This paper presents current findings regarding response to various on air branded integrations. Actual case studies are presented, as well as analyses from Q4 2004 and trends based on over 1.5 years o ...

The paper describes a cooperative study between media agencies and a conventional broadcaster to assess and quantify the impact on adding product placement to a program and a product’s integration int ...

Based on expert, domain knowledge and experience, academic advice and guidance, as well as an extensive meta-analysis of existing advertising, awareness, involvement, and perception studies, iTVX, in ...

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery. The model was developed with one of the largest advertisers in the United ...

With sponsorships and branded entertainment on television taking many different forms (Placements, Content Integration, Story line Integration, Sponsorships, Content Associations, etc.), the challenge ...

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 ...

This article reports the findings of a managerial investigation of key players in the product placement industry, including placement agents, clients, studios and production companies, and research or ...

The rapid increase in the volume and variety of product placement approaches has outpaced research in the field. There is a marked shortage of studies that address particular product placement (pp) te ...

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 ...

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 ...

Ardi Kolah, who invented the concept of Brandcasting and set up a company, Brands as Broadcasters, five years ago, argues that conventional advertising is out of date and that a new paradigm is needed ...

Advergames are gaining recognition around the world as a new, captivating, and persuasive environment among advertisers. Despite its growing popularity, very little is known about the formation of att ...

Players from all demographic groups are spending more and more of their leisure time playing multiplayer online games. As such, the gaming environment may be a more suitable vehicle to reach target ma ...

Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with the stimuli/environment conten ...

Using netnography and questionnaires, we examine how commercial practices are interpreted by electronic game-players. An analysis of 805 postings on Slashdot (2002-2004) revealed active discussions an ...

Commercial Alert, a consumer group, has petitioned the Federal Trade Commission (FTC) and Federal Communications Commission (FCC) to require real-time disclosure of product placements in television pr ...

The marketing opportunities available to the advertising and media industry have increased greatly over the past decade. Whilst we are able to measure the effect of traditional communication channels ...

The paper describes the semiotic process of assessing potential co-branding projects, such as product placement in feature films, for narrative congruence. Narrative congruence assessment allows marke ...

Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolvi ...

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 ...

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands ...

Describes how product placement is growing in the US in a range of channels: pop music, books, films, television.

Chris Hackley, recently returned from the 2003 AAF Conference in Los Angeles, explains how ‘embedded marketing’ is becoming an increasingly familiar feature of movies, TV shows etc. and is at the lead ...

In recent years there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towards prod ...

The practice of product (or brand) placement has grown significantly during the past 20 years; marketers now frequently use placements as the basis for multimillion dollar integrated promotional campa ...

Discusses `reality branding', placing brands in controlled environments without consumers realising that they are seeing sophisticated product placement. Examples in America: Quiksilver (a surfing bra ...

Product placements have become popular across media, including computer and video games, as a way to increase brand awareness. This paper explores effectiveness of placing brands in a racing game acro ...

Discusses how audiences react to product placement in TV programmes. This is usually discussed only in the context of Western attitudes. But there is evidence (reviewed) that attitudes to advertising ...