Subject Index
 

Many marketers fear they are under-investing in digital media or are unsure how to allocate budgets in fast-moving internet and mobile marketing technologies. This article from Leo Burnett advocates a ...

Videogaming is now one of the most popular past-times, with the average gamer being 28 years old and spending around 10.9 hours per week playing. Contrary to popular perception, research has also foun ...

This article describes how toy marketers are developing their approach in line with children's use of new media. Children and young adults have their own virtual worlds, social networks and media chan ...

The 'half-life of media' is defined as the amount of time it takes for a medium to lose half its influence (analogy with radioactivity). The article argues that the decay rate is accelerating, not onl ...

In this article, James Aitchison, Managing Editor of WARC.com, reports on the WARC Creativity in Advertising Conference 2008. It covers topics including how to approach creativity, engaging with digit ...

This article provides a simple bluffer's guide to digital knowledge that will convey an instant impression that you know about technology. Among the areas discussed are: Yahoo!'s acquisition of Blue L ...

This article argues that the analogue model of marketing, based on mass TV, is broken; the rise in demand for airtime, increasingly narrow target audiences, and the increase in number of ways to avoid ...

This article discusses how new media are spreading in China and being harnessed by leading advertisers. TV still takes 70% of media spend in China, but expenditure on digital platforms is expected to ...

This short article discusses research published by IBM's Institute for Business Value carried out in five countries, covering a range of topics from media exposure and device ownership to advertising ...

The advent of the digital age has changed the way many advertisers perceive how advertising works. In 1991, Mike Hall conducted research among creative agencies and clients and postulated four models ...

In the continuing battle between direct response and brand-building as an agency philosophy, direct response (now renamed digital or performance marketing agencies) seem to be getting the upper hand, ...

In his regular posting from Madison Avenue, Joe Mandese discusses some findings on media usage revealed by the annual VSS Communications Industry Forecast. This not only shows that advertising's role ...

Richard Foan, managing director of ABC Electronic, describes the history and role of his company and JICWEBS (Joint Industry Committee for Web Standards in UK and Ireland) in auditing internet compani ...

Antony Young, president of Optimedia US and co-author of Profitable Marketing Communications: A Guide to Marketing Return on Investment, believes that traditional marketing is in urgent need of modern ...

This paper addresses the key issue of how consumers, particularly young adults, perceive new audio entertainment options. It provides insight into how listeners choose their entertainment sources, the ...

This paper analyzes the current position of Latin Americans regarding the changing technological environment and their access to new communication media. Economic disparity among social groups makes p ...

James Myring, head of the Internet and Telecoms team at Continental Research, reviews digital convergence in the UK. He predicts that broadband-based technologies will win the day; and sees inherent w ...

This report summarises the main findings of the Nielsen's 'US DVR Viewing and Playback' report, February 2007. With 20% of US households having some form of personal video device, it found that there ...

This report focuses on the digital radio market in the United Kingdom, including information on the number of radio stations, DAB radio sales and listener numbers, and data from both RAJAR and Ofcom.

This article describes how AGB Nielsen Media Research (AGB NMR) has developed TV audience measurement in China since early 2005. At that time, existing audience research was concentrated in the urban ...

Digital technology is growing at an explosive pace, and today, the penetration rate of mobile communication devices, and the carriers' revenue generated from voice calls, has reached a saturation poin ...

Teenagers are often described as insatiable consumers who are at the forefront of the development of media and communication. However, there are other sides to the story. Always being connected and av ...

How can organizations influence consumer engagement in the converged world? This paper highlights a variety of opportunities to promote UK consumers' engagement with digital communications services. A ...

This report summarises the findings of the World Association of Newspapers third annual Digital Classified Survey, which looks at how much classified advertising is migrating to the online sector, and ...

This exploratory study investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of IDTV as a marketing communication tool. In the ...

Nick Hewat, sales director at Virgin Radio, provides a run-down on the rapidly converging medium - radio. He describes the many platforms that radio (particularly digital radio) uses: DAB digital radi ...

This paper seeks to advance the discussion on the benefits of cross-platform integrated buying and selling of advertising. Using the news audience on the internet and for traditional media, it looks t ...

US media scene commentator, Joe Mandese discusses the roles and relative importance of digital versus traditional media, and concludes that although digital seems to be making most of the running ther ...

Karen Enver, planning director at Lida, analyses the success of digital devices and the trend towards convergence - but, she explains, change is rarely wholesale; it tends to be evolutionary and gradu ...

Despite the growth of digital media, why is it that so few of us can recall a great web-site, or memorable digital content (when it is easy to think of great films, TV programmes or even commercials)? ...