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The future of TV commercials - not as bleak as proclaimed


von Rimscha, M Bjørn; Rademacher, Patrick; Thomas, Nathan; Siegert, Gabriele (2008). The future of TV commercials - not as bleak as proclaimed. Journal of Media Business Studies, 5(2):23-46.

Abstract

Changes in the TV industry and usage patterns create the necessity to reevaluate the production and insertion of commercials into the program. We analyze how industry professionals value the effectiveness of traditional TV commercials and examine if increasingly hybrid advertising formats integrating the commercial message into the editorial content are chosen. Contrary to the common assumption that the classical TV commercial is about to disappear, our guided interviews reveal that it is still considered the most important advertising format and cannot be substituted. The future is seen in integrated intra- and inter-medial campaigns using both traditional and hybrid advertising formats.

Changes in the TV industry and usage patterns create the necessity to reevaluate the production and insertion of commercials into the program. We analyze how industry professionals value the effectiveness of traditional TV commercials and examine if increasingly hybrid advertising formats integrating the commercial message into the editorial content are chosen. Contrary to the common assumption that the classical TV commercial is about to disappear, our guided interviews reveal that it is still considered the most important advertising format and cannot be substituted. The future is seen in integrated intra- and inter-medial campaigns using both traditional and hybrid advertising formats.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:Advertising, product placement, sponsorship, integrated communication, television
Language:English
Date:2008
Deposited On:06 Jan 2009 15:23
Last Modified:05 Apr 2016 12:36
Publisher:Hoegskolan i Joenkoeping
ISSN:1652-2354
Permanent URL: http://doi.org/10.5167/uzh-6147

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