Individual media: Cinema, video, DVD

 

The article discusses product placement, which can be very rewarding for a brand if done well, but can easily go wrong. Paid-for placement is still not allowed in the UK. Placement in films is the mos

This article considers case studies where the specific strengths of cinema advertising have been used. Cinema can be powerfully engaging and can create buzz. Examples described are Discovery Channel,

Previous literature has inadequately facilitated the systematic selection of motion pictures for promotional actions. By contrast, in the present illustrative application, singlesource data on movie a ...

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 ...

This short article discusses research by Ofcom, the regulator and competition authority for the UK communications industries, into the ownership of digital video recorders (DVRs) in the UK, and what t ...

It can be said that every time the technological communication environment changes so to does the advertising environment. Advertisers who do not carefully monitor and adapt to the technological commu ...

Describes how Lego launched Bionicle, a new range of toy products for boys. The project involved close partnership with the Danish advertising agency, Advance, developing a movie storytelling context, ...

Cinema advertising offers a relatively less cluttered environment for advertisers to present their message to a captive audience. However, little is known about its effectiveness in countries such as ...

This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process. It demonstrates that young a ...

In this introduction to seven articles in the ‘media futures focus’ of Admap’s anniversary issue, the author reviews the changing media landscape for TV, newspapers and magazines, outdoor, internet an ...

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 ...

This paper examines the lack of brand awareness of the cinema studios. While individual films and their stars are at the attention of the public there is little attention to the organisations that ma ...

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 ...

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 ...

Gary Arlen reviews the present state of development of personal video recorders and discusses the dramatic implications they will have on the media scene. He quotes Jamie Keller of Turner Broadcastin ...

Americans love videos. Last year, consumers spent $17.4 billion on videos, renting 3 billion and buying 700 million (VSDA, 2000). Predicting video revenue is critical, because it accounts for 55 perce ...

Describes a research project to investigate the differences between girls and boys, at different ages, in their attitudes to pocket money, brands, media and responses to advertising. Media investigate ...

Argues that the quality of videoconferencing technology is improving, using the PC. Advantages of the new systems are described. Communication is much more efficient in a visual medium. It has to beco ...

Introduction to a four-article feature about some of the new means of communication resulting from new technology: WAP mobile phones, DVD (Digital Versatile Disc), videoconferencing and broadband tele ...

A worldwide surge in cinema advertising expenditure underscores the need for additional research into the medium's impact and effectiveness. Proponents argue that among cinema's many virtues are its ...

Argues that video advertising can be very effective, and describes MVR's Video Trak service, which measures minute-by-minute viewing of 99% of all video titles in the video rental market. Zapping and ...

This article overviews consumer interests in new video technologies, which will deliver both high quality video entertainment and Internet/information services, in other words video technologies which ...

Describes the industry measurement of the cinema and video audience, CAVIAR, now in its 14th year.

Product placement in motion pictures has grown enormously in recent years, but there is very little empirical research regarding its communication effectiveness. The few prior empirical studies have a ...

The pattern of video timeshift viewing in the UK, looking at seasonal trends in timeshift viewing, the types of television programme most likely to be timeshifted, and the demographics of timeshift vi ...

This article discusses the issue of cinema screen commercials and suggests that it should be considered within the context of movie theatre intermission time utilization, where the other alternatives ...

This study set out to examine how the present competitive video marketplace fragments audiences along psychological and behavioral dimensions of their television viewing activity. Results suggest tha ...

By 1984, the cinema audience had been almost wiped out by TV, tacky and vanishing theatres and some pretty bad films. Since then there has been steady improvement, thanks largely to the new multiplexe ...

An attitudinal study reveals that most consumers do not object to product placement in motion pictures and prefer it over alternative forms of on-the-screen promotional activities because it is consid ...

The possibilities of advertising on VCR (videocassettes) is discussed. Previous evidence summarised, including extent of zipping (fast forwarding). Describes a small-scale research study of attitudes ...