Stop worrying about channels and concentrate on creativity

Duncan, Grant
January 2007
Marketing Week;1/18/2007, Vol. 30 Issue 3, p19
Trade Publication
The article discusses the impact of advertisement on young consumers. Commercial impacts are all up not least among 16 to 24 years old. Commercial television (TV) hits 87 percent of the young a week. TV advertising has to become even better at its historical strengths like human interaction, visual excitement and story telling.


Related Articles

  • The Perceived Effects of Piggyback Television Commercials. Martilla, John A.; Thompson, Donald L. // Journal of Marketing Research (JMR);Nov66, Vol. 3 Issue 4, p365 

    The piggyback technique is becoming more important in television advertising. This article examines behavioral and media considerations that contribute to the popularity of the piggyback, and reports results of an experimental study of the effect on television viewers of piggyback.

  • Supermarket rides high on 60th anniversary celebrations. White, Amy // Media: Asia's Media & Marketing Newspaper;8/12/2005, p21 

    The article presents ratings of various television spots in Hong Kong, China. The top spot in the latest Hong Kong Adwatch chart was scooped by supermarket chain Wellcome, with a 92 per cent viewer recall rate. According to Mandy Chung, McCann Hong Kong group account director, the advertisements...

  • Downturn driving shift in media consumption. Clark, Nicola // Marketing (00253650);12/10/2008, p2 

    The article reports on the view of the majority of consumers towards the big-budget television advertisement. They considered this as wasteful and inappropriate in the current strained financial climate. The exclusive study by media agency found that 74% of consumers believe it to be...

  • Electronic monitoring devices can supply immediate responses.  // Marketing News;12/2/77, Vol. 11 Issue 11, p8 

    The article discusses the use of computers and electronic devices to obtain quick and accurate consumer responses. Viewers are able to respond to whatever they see using the system. Responses are logged against the channel status of each set and transmitted to a central computer while all...

  • Consumer Response To a TV Liquor Spot. Wilcox, Gary B.; Hovland, Roxanne; Fletcher, Dwight // Journalism Quarterly;Spring88, Vol. 65 Issue 1, p195 

    Looks into the issue of consumer response to a distilled spirits advertisement in television. View of respondents on the entertainment value of the commercial program; Percentage rate of respondents who dislike the commercial in terms of production related reasons; Necessity of advertisers to...

  • THE IMPACT OF TELEVISION ADVERTISEMENTS ON CHILDREN IN THE PROCESS OF FAMILY PURCHASE DECISION. Kumar, Sunita // International Journals of Marketing & Technology;Jul2013, Vol. 3 Issue 7, p182 

    The presence of television is everywhere. For marketers, it acts as a medium of communication since it affords access to children at much earlier ages than print media can accomplish. There is impact of TV advertisement on children. It also impacts the food habit either because of unconsciously...

  • Belief Dimensions and Viewer's Attitude towards TV Advertising in Thailand. Chuthamas&Chittithaworn; Islam, Md. Aminul; Thooksoon, Orachot // International Journal of Marketing Studies;Feb2011, Vol. 3 Issue 1, p95 

    The aim of this study is to examine the relationships Belief Dimensions and attitude of viewers towards TV advertising. Earlier research was mainly explored in the west with some finding were positive and some being negative on certain aspects of viewers perception. Whilst this study is...

  • Study weighs nonverbal cues in TV commercials.  // Marketing News;3/30/1984, Vol. 18 Issue 7, p9 

    The article focuses on the observation that television viewers are more influenced by nonverbal cues than the commercial's cognitive and logical content. In advertising the presentation of the content is more important than the content. Nonverbal cues have significant effect on whether consumers...

  • Is creeping commercialism tainting Channel 11? Sanders, Bob // New Hampshire Business Review;07/30/99, Vol. 21 Issue 17, p1 

    Focuses on commercials on Channel 11, New Hampshire's Public Television (NHPTV) station. Finances of public television in the state; Percentage coming from commercial underwriters; Donations generated by on-air auctions and membership drives; Funding from state and federal governments.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics