Children\u27s Susceptibility to Television Advertising: A Behavioral Test of Cognition and Attitude

Television\u27s alleged effects on children have been the object of considerable debate since the early 1950\u27s. The effects of television commercials, however, have been the focus of only a handful of studies. According to recent FCC figures, television commercials now comprise 20 percent--12 minutes or more per hour--of television broadcast content (Johnson, 1973). Earlier figures reported by Steiner (1963) placed commercials as the third largest content category on television, following movies and comedy-variety, but ahead of action dramas and eight other programming categories. Although content emphasis may have changed over the decade, e.g. an increase in action dramas, advertising is still a paramount content category occupying one-fifth of air time. At today\u27s viewing levels, this means the average child is exposed to approximately 100 television commercials per day (Action for Children\u27s Television, 1971)

Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition

Media multitasking, such as using handheld devices like smartphones and tablets while watching TV, has become prevalent but its effect on the recall and recognition of advertising subject to limited academic research. We contend that the context in which multitasking takes place affects consumer memory for advertising delivered via the primary activity (e.g., watching television). Specifically, we identify the importance of the degree of (a) congruence between the primary and second screen activity and (b) social accountability of second screen activities. We test our typology empirically by examining the determinants of next day recall and recognition for billboard advertisers (perimeter board advertisements) of a televised football (soccer) match. In line with our theory, in most cases media multitasking leads to worse recall and recognition, however, in situations where there is congruence between primary and second screen activities and secondary activities have a higher level of social accountability attached to them, then advertising recall and recognition improves

Advertising business model strategy to increase consumers' brand recognition : an exploratory study testing the benefits of a quiz structure, applying incentives and targeting ads

Atualmente, existe uma saturação do mercado publicitário devido aos novos meios de baixo custo. A sociedade tem acesso a ferramentas para ignorar ou evitar publicidade, nomeadamente, bloquear anúncios na internet, e passar à frente anúncios na TV. O principal objetivo deste projeto é a criação de estratégias publicitárias com o intuito de aumentar a atenção dos consumidores e, consequentemente, o reconhecimento da marca. Este modelo foi construído de forma a testar, os benefícios de uma estrutura quiz, incentivos e anúncios com targeting, de acordo com género, idade e ocupação. O presente trabalho é, de natureza descritiva e, quanto à profundidade, exploratório. Procura-se um primeiro conhecimento empírico da aceitação do modelo imaginado, através dos dados recolhidos que identificam caraterísticas e dimensões da problemática, oferecendo, no final, uma visão mais completa e clara. O desenho metodológico incluiu um simulador de quiz, associado a um inquérito por questionário, capaz de mostrar anúncios publicitários para testar a atenção de 160 participantes, e um inquérito, fundamentado na Teoria de Comportamento Planeado, para recolher a sua opinião. Após um mês, um novo questionário foi aplicado com o objetivo de avaliar o reconhecimento da marca pelos consumidores. Através do desempenho dos participantes, este estudo concluiu que a estrutura de quiz tem influência positiva na atenção e no reconhecimento da marca. Os participantes demostraram uma atitude positiva face à experiência, o que é promissor para a criação de um modelo de negócio com base nesta estratégia de publicidade. Efetivamente destacaram que seria mais fácil a sua aceitação, caso se implementasse em smartphones e se se usasse incentivos.Advertising has now cheap methods to promote products which are leading to market saturation. Nowadays, society has tools to ignore or avoid advertising, giving consumers the ability to block ads from the internet, and fast-forwarding commercials in TV. The main goal for this project was to create a business model strategy to increase consumers’ attention and consequently, brand recognition. This model was constructed to test the benefits of strategies such the implementation of a quiz structure, incentives and targeting ads, according to gender, age and occupation This research has a descriptive nature and follows and presents an exploratory study, using quantitative instruments to collect data. These instruments consisted in a quiz simulator, associated to a questionnaire, showing commercial videos, in order to test users’ attention, along with a survey, grounded in the Theory of Planned Behavior, to assess participants’ opinion. After one month, another questionnaire tested participants’ memory, with the goal of assessing consumers’ brand recognition. Results evaluated participants’ performances, influenced by each strategy, individually and combined. From participants’ performances, this research concluded that a quiz structure helps users focus on the ad and improves their brand recognition. Furthermore, incentives and targeted ads have different influence over each demographic variable, and behave different when combined with each other. From feedback, participants demonstrated a positive attitude towards the business model and highlighted that this model would be more easily accepted, implementing it in smartphones and using a reward system along with targeted ads

The Functions and Practices of a Television Network

An Iterative Learning Control disturbance rejection approach is considered and it is shown that iteration variant learning filters can asymptotically give the controlled variable zero error and zero variance. Convergence is achieved with the assumption that the relative model error is less than one. The transient response of the suggested ILC algorithm is also discussed using a simulation example

Spartan Daily, April 10, 1975

Volume 64, Issue 34https://scholarworks.sjsu.edu/spartandaily/5967/thumbnail.jp

Developments in Television Viewership

In recent years the ways in which we watch television has changed, and so has the television we watch. “Binge watching,” almost the Oxford English Dictionary’s Word of the Year in 2013, has taken a firm hold on the American television audience who now watches television not according to the broadcast schedule but on its own terms. So, too, has the practice of engaging with other audience members, be they friends, family, or strangers, while watching a show by using a secondary device – a “second screen.” These practices have been developing for some time, and as technology adapts to facilitate them the denizens of television viewers now consider them normal. The questions that follow are whether these new ways to watch television change the TV programs themselves, and whether the viewers’ emotional response to the shows is changing, too. If it is accepted as standard that audiences will watch multiple episodes of one show in a row, instead of waiting for a weekly release of a single episode, are the episodes being written with that consumption pattern in mind? Do the old conventions written into television shows to help the viewer remember what happened in the weeks before still apply? And, if viewers are looking at their second screens to follow the national response on Twitter v at the same time as they are watching a show, can they be as emotionally engaged with the show as they would be if they were focusing on the single, primary screen? There have been some studies that investigate these questions and others like them, and there is a plethora of written work ranging from scholarly papers to blog posts. The opinion columns of magazines and newspapers are full of think pieces on the effects of binge watching and the state of television today. My thesis incorporates existing research and writing with a historical overview of changes to television technology over time, as well as the results of an original survey distributed to my social network with the goal of reaching an understanding of how people are watching television and using the technology in their own lives

Regulating the Raters: The Law and Economics of Ratings Firms

Consumers and producers frequently rely on product ratings, such as college rankings, restaurant reviews and bond ratings. While much has been written about the structure of ratings in particular industries, little has been written on the general structure of different ratings industries and whether government intervention is typically needed. This paper begins that inquiry by examining the market structure of different ratings industries, and considering the circumstances under which firms that provide ratings should be regulated. The issue is particularly timely in light of recent calls to rethink the regulation of media ratings and credit ratings. We find that ratings firms in different industries share several common features. For example, most ratings firms operate in highly concentrated markets. Some factors that could make ratings markets more concentrated include economies of scale, benefits from having a single standard, and general agreement on what should be measured. We also find that most ratings firms determine their own testing standards and methods, although some industries have self-governing oversight bodies that offer their own accreditation standards. While the government regulates firm entry for a few ratings industries, this is relatively rare. The vast majority of ratings firms are unregulated. We analyze the question of regulation using an economic framework that focuses on the viability and effectiveness of a proposed policy. Despite the finding that many ratings industries are concentrated, our analysis suggests that market forces generally appear to be an effective mechanism for providing consumers and producers with useful ratings. In most cases, such markets do not require government intervention. Moreover, in industries characterized by rapid technological change the government is likely to do more harm than good by intervening. As an alternative to government regulation, voluntary industry oversight bodies may be effective in improving communication between the parties and in improving transparency in rating procedures.

It’s Just Muzak: Music, Activism, and Advertising.

This thesis builds on recent scholarship explaining the relationships between music, advertising, and society through a series of focused case studies in the clothing industry. Globally ubiquitous and reaching all socioeconomic strata, the fashion industry offers a useful focus because, in addition products, it also sells identity. Fashion is a means for individuals to create and express identity by associating themselves with certain brands and styles that help express social, political, economic, and ethical standings as well as gender, sexuality, race, and religion. This thesis considers the ways that sound and music influence the aesthetic and mood of recent fashion industry commercials. Focusing mainly on North American commercials and video advertisements (including those airing on television and across internet streaming services), it explores the various methods and approaches to contemporary commercial music that the fashion industry uses to craft careful messages about environmental sustainability, social power dynamics, and contemporary politics, explaining the ways that these issues are linked. Eschewing an Adornian critique of the culture industry and instead considering all music and sound to be important, regardless of how utilitarian or commodified it may appear to be, this thesis suggests that music plays a key role in linking social issues to music in fashion industry commercials