Friday, September 24, 2004
  • Cross-Media In The Cross Hairs: Experts Debate Role, Method Of 'Media Neutral' Research

    In a free-wheeling debate that ranged from bottom line metrics like sales to far softer measures like "intimacy," a group of leading researchers, media executives and consumer marketers Thursday debated the role a burgeoning body of cross-media research should play in media planning. The debate, which was billed as a "showdown" by its host, the Advertising Research Foundation, but which panellists referred to as a "smackdown," did little to resolve what actually constitutes best practice in cross-media research, and extended the debate into areas that go well beyond the current purview of cross-media researchers: things like brand relevance, the role ... ...Read the whole story

  • Magazines Mix It Up: Cross-Media Work Reveals Greater Print Impact

    Magazines, when added to a mix of television and the Internet, "outperform" those other media in generating purchase intent among consumers exposed to ads, according to an analysis of eight cross-media studies utilizing the three media that was released Thursday by Dynamic Logic. ...Read the whole story

  • To Avoid Zap Trap, Gurus Recommend New Ad Model: Paying People To Watch Ads

    The notion of somehow convincing consumers to proactively "opt-in" to ads rather than avoiding them has intrigued media planners for years. Out of frustration, or perhaps necessity, a group of leading consumer experts this week suggested the ad industy might simply begin paying people to look at its advertising. ...Read the whole story

  • Product Placement: Agencies Debate Next Steps

    Product placement has gone from a strategically placed box of Oreo cookies on an episode of "Friends" to a Mattel-themed "The Apprentice" and a Pontiac Oprah-mercial. What's next for product placement--and the marriage of Hollywood and Madison Avenue that brings it together? ...Read the whole story

  • Mag Rack: Business Week At 75

    Business Week is throwing itself a unique birthday party. On Sept. 30, the magazine will host an exclusive media event at the Metropolitan Museum of Art in New York with the theme "A Night of Two Parties." That night, of course, marks the first of the 2004 Presidential debates, and guests will be afforded the opportunity to watch on eight plasma screen televisions and relax on furniture provided by Design Within Reach. ...Read the whole story

  • Cassaro Drops E! For C, Heads New Comcast Networks Unit

    David Cassaro has been named president of Comcast Network Advertising Sales, a new department charged with overseeing advertising sales for Comcast's national networks E! Entertainment Television, The Style Network, G4techTV, International Channel Networks, and Outdoor Life Network. ...Read the whole story

  • How Madison Avenue Learned To Stop Worrying And Love The Remote Control

    With consumers demanding and assuming more control over the media in their lives, the role of interactivity and selective targeting will take a larger role in advertising, a study presented this week by InsightExpress and The Media Kitchen said. ...Read the whole story

It's Time to Unveil America's Stealth Medium

The football season is here but imagine if no local paper or broadcast outlet covered the second quarter of each game. Would you think something was strange if a fourth of the action was never mentioned? ...More


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