Subject Index
 

Interactive media and entertainment has a range of strengths and weaknesses, as well as providing a variety of challenges. What is beyond dispute, however, is that this sort of media is changing the w ...

As consumer interest in online video rises, leading advertisers are building a bridge between television and the web. When used effectively, such a strategy allows for the combination of TV's unmatche ...

A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television br ...

Guy Phillipson, chief executive of the Internet Advertising Bureau, explains the possibilities of IPTV (internet protocol Television) - being brought to the consumer via high-speed broadband connectio ...

Gray Sycamore, director at The Marketing Store, argues that the direct marketing industry needs to recognise that consumers are increasingly in control of interactive communications and the flow of da ...

In this introduction to Admap's report on interactivity, Roderick White explains the growing pervasiveness of this new form of direct marketing. Interactive communications, via traditional and interne ...

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 ...

Patrick Christian, founder and managing director of Packet Vision, describes the exciting world of Internet Protocol Television (IPTV), where TV programmes are delivered via broadband networks to stan ...

Interactive television facilitates two-way communication between individual viewers and advertisements embedded in programmes. In this paper we examine how interest in the content of television progra ...

Advanced Television will end the 100 year master/slave relationship between the mass media and the audience. The media, the marketer, and the audience will all benefit from time shifting, addressabili ...

Nick McConnell, director of sales and marketing at Broadsystem, outlines the history of interactive TV in the UK and reports on a survey to investigate who interacts and what motivates them. He conclu ...

Rob Leach, head of interactive services for Sky Media, explains the driving forces behind the dramatic rise in interactive advertising (iA) at Sky. Quoting a number of examples he describes how adver ...

In this introduction to Admap's focus on interactive communications, Roderick White looks at developments in interactive Television (iTV) - for advertisers and programme makers; internet and web based ...

Ingrid Anusic, from Junction, the organisers of the Interactive TV Advertising Show, describes the development of iTV advertising in UK and USA. Many UK speakers at the event confirmed that iTV (press ...

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 ...

Andrew Green, global director (research and analysis) at billets connections, considers how advertisers will cope in a world where the consumer can choose to avoid advertisements. He concludes that t ...

Charlie Dobres, CEO of i-level digital communications agency, reviews the current state of digital marketing, and looks at how home PCs and TVs are used interactively. He sees interactivity as devel ...

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 ...

The purpose of this paper is twofold: explore the impact of an Interactive Program Guide (IPG) on TV tuning once an IPG is deployed in a home; and explore the use of IPGs, user feedback, advertising e ...

ABC Television and Initiative conducted research to quantify the impact of Enhanced TV (ETV), an interactive application employed during the primetime broadcast of Miss America on ABC Television, Sept ...

This paper is primarily the report of two different major applications of set-top box data. One application involves the full-time measurement of all 300+ channels over a 12-week period in 8,700 set-t ...

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in mo ...

In his regular column, Joe Mandese describes the new thinking that is leading to media independents and buying shops developing and controlling the creative content of advertising that they place.

How do you research people who wriggle and giggle, can't concentrate, and are still learning to talk? In this article, Caroline Bond delves into the sticky-faced world of researching infants and finds ...

The paper reviews various factors that helped and facilitated fast diffusion of broadband in Korea as it describes what made Korea a number one case for broadband Internet diffusion. It also discusses ...

The research objective of this paper is to examine viewing behavior and trends arising from diverse U.S. broadband television audiences and their adoption and use of programming and technologies that ...

By analyzing data from the Nielsen National People Meter Sample, this paper dimensions the penetration of PVRs in television households in the United States. Also, Nielsen has established an offline t ...

There is much current discussion of iTV finally reaching a critical mass. However, these discussions tend to lack context – how rapidly are interactive TV (iTV) applications being rolled out? How are ...

There is great interest in the development of television technologies such as PVRs, VOD and Interactive TV. Forecasting the consumer response to these new technologies should take the recent history o ...

European television advertising is going through a period of innovation and regulation, with new advertising formats brought about by digital innovations. As media converge, the lessons in one medium ...