Television: Advertising, creative strategies

 

Many advertisers aim to present advertisements that will at least be liked by those who see them, as it has been suggested that advertising likeability can lead to advertising recall, favorable brand ...

This paper provides a wide-ranging review of TV viewing covering subjects including TV programmes as a context for advertising, ad avoidance and rejection, the processing of TV programmes, ad clutter ...

Chuck Young and Amy Shea Hall, Ameritest, examine two examples of branded entertainment films from BMW (both withdrawn despite creating unqualified buzz). They contend that one of the films 'worked', ...

This paper presents the results of the first content analysis of the inclusion and portrayal of older models (50+) in UK prime-time television advertising. Findings suggest that older models are not p ...

A key aspect of effective TV ads is that of branding: the extent to which consumers will remember that the ad was for a particular brand. This is not achieved through introducing the brand name early ...

Argues that the essence of a television commercial has not changed, in spite of the increase in viewing options and technology such as high definition format, etc. It is still about visual storytellin ...

Using vernacular films that have become global successes as her examples, Hamsini Shivkumar, a planner at JWT, develops a theory for creating advertising for global brands. She argues that universal t ...

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 ...

Mark Cripps reviews the progress of interactive television and reports that of the 24.7 million household who have TV just over 9 million have iTV. It is suggested that the Government's proposals for ...

This 'best practice' article is a wide ranging review of TV viewing covering (1) TV audiences, their size and composition; (2) TV programmes as a context for advertising; (3) ad avoidance and rejecti ...

This paper replicates a portion of the Weinberger and Spotts (1989) study, which compared the use of humour in television advertising in the US and the UK. A careful comparison of the results of the t ...

How well does qualitative research serve the needs of the creatives in advertising agencies ? Whatever the skills and sensitivity of the researcher or planner, we could produce results that are much ...

The single biggest challenge to the advertising industry is the fast approaching interactive TV, not because of the increases in the number of stations but because consumers are, for the first time, ...

Pre-tests need to provide rich information to justify their use, whatever their precise objectives. Market analysis showed Hall & partners that the pre-testing products currently available do not suff ...

Creative-neutral treatments can be used as benchmarks to define an ad's creative value. Pre-testing ads always compares the new ad with an old one or a competitor's one or the like. Creative-neutral a ...

The impact of two variables reflecting emotions portrayed in commercials are investigated. Emotional flow is investigated by examining the impact of commercials which portray a changing pattern of emo ...

A content analysis of 324 Chinese television commercials that appeared on Chinese national and local channels was conducted. The Resnik and Stern (1977) evaluation criteria were adopted to determine t ...

The relationship between message strategy (what is communicated in a commercial) and commercial effectiveness is explored in this paper. Over 1,100 commercials for which effectiveness measures were av ...

This papers reports the results of a study examining the relationship between executional style (how a message is communicated) and television commercial effectiveness. Over 1,100 television commerci ...

Although many researchers have considered the role of music in commercials, no studies have directly examined what functions silence (the absence of music or other audio effects) performs in advertisi ...

Describes a research study into how advertising content is presented in TV commercials. Two hypotheses are investigated: 1) that the time to the initial presence of some component (e.g. the brand) aff ...

The difficulty of communicating to people of diverse cultures and nations is one of the greatest creative challenges in international advertising. In most cases, differences in cultural and other envi ...

Television advertisements deal with a host of human problems by identifying a problem or cultivating a perception that a problem exists, then demonstrating the capacity of a product to resolve that pr ...

Traces the development of research by TV contractors, who have made considerable contributions over the years to research into long-term branding. This is discussed under six headings. 1) Audience res ...

This paper reports the results of a content analysis that utilised Simon's classification scheme of generalised creative strategies to determine whether there are differences in the creative strategie ...