New Media, New Messages: An Initial Inquiry into Audience Reactions to Advertising on Videocassettes

The possibilities of advertising on VCR (videocassettes) is discussed. Previous evidence summarised, including extent of zipping (fast forwarding).

New Media, New Messages: An Initial Inquiry into Audience Reactions to Advertising on Videocassettes

Wei-Na Lee and Helen Katz

In 1979, if one wanted to utilize a lifelike, three-dimensional, full-color, and sound commercial there was one media option available - television. Ten years later, that same ad can be shown on broadcast television, cable television, in movie theaters, or on videocassettes. And while advertisers still spend $25 billion on television advertising annually, they are starting to shift dollars into the newer media options. In 1988, for example, Nestlé paid $300,000 to put an ad for Alpine White Chocolate...

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