TV Effectiveness

Using TV as a marketing channel

Decision Making


Case Studies on Warc, Warc 100, 2014

This campaign aimed to promote McDonald's in Hong Kong during Chinese New Year.


Case Studies on Warc, Warc 100, 2014

This TV-led campaign dramatised the amount of work and technical innovation that went into a single millimeter of a new Audi car.


Case Studies on Warc, Warc 100, 2014
This campaign for McDonalds was based around a competition encouraging Hong Kong children to submit their own creative ideas and designs for a new McDonald's outlet. The winners then had their ideas incorporated in the restaurant itself.

Case Studies on Warc, Warc 100, 2014

This campaign aimed to get Brazilian consumers to favour their cards over using cash, by highlighting the cards' attributes of being comparatively modern, convenient and safe.


Eunji Cho and Seung-Chul Yoo, International Journal of Advertising, Vol. 33, No. 3, 2014
The aim of this study was to investigate the effects of violent TV programmes on the effectiveness of advertising aimed at children. Using an experimental method, this study found that violent programmes elicit a high level of excitation among kindergarten attendees, which substantially enhances their advertising effectiveness.

Karine M. Charry, International Journal of Advertising, Vol. 33, No. 3, 2014
Although many scholars have raised concerns about product placement directed at children, the practice may offer interesting outcomes when used for pro-social objectives. This study investigates the effectiveness of placements promoting the consumption of fruits and vegetables.

comScore, June 2014

This article explores issues surrounding changes in video viewing habits as more people watch digital video on different devices and how this impacts on audience measurement, and proposes a 'total video' model for more effective advertising.


Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report discusses how The Kellogg Company, the food group, is connecting the quality of creative from its TV spots to sales.


Grant McCracken, Market Leader, Quarter 3, 2014

This article discusses the rise of 'new media fundamentalism' against a backdrop of a TV 'revolution', and argues for balance in the new and old media mix.

WARC RECOMMENDS


RECOMMENDED CASES

Television

Warc's pick of the most effective case studies


ARTICLE FOCUS

TVC lengths

The ARF on choosing the right spot length


WARC BRIEFING

TV effectiveness

History, key theories and trends


RESEARCH PAPER

Empirical Evidence of TV Advertising Effectiveness

Why TV is the best branding medium there is


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising