SHIFTING MEDIA USES AND GRATIFICATIONS AMONG SINGAPOREAN TEENS AND UNIVERSITY STUDENTS: A FUTURE RIPE FOR MOBILE APPLICATIONS

An exploratory study examining the various opportunities and challenges facing advertisers wanting to reach the teen and young adult segments of the future was undertaken in Singapore. Media patterns from traditional channels to the Internet and mobile phones were assessed to provide a context for the study. Beyond frequency of use, actual online and mobile phone activities were assessed. In the case of mobile phones, everything from talking on the phone and text messaging to receiving advertisements were examined. Implications for advertisers are discussed

Cross Media Promotion of the Internet in Television Commercials

Increasing presence of internet addresses across traditional media spurred the current study. Specifically, the study examined the cross media promotion of website addresses in television commercials to determine if and when they were being used, and by whom? For comparison purposes, other formsof direct response channels were also measured. A clearer understanding of the practice of promoting web sites in television commercials was garnered by examining website addresses for their size, length, positioning, frequency, product categoy representation, and other important attributes. The findings provide an initial base from which future growth and style of web site advertising in traditional media can be measured. Results indicate that advertisers may be returning to a bullet theory mentality, believing that if consumers are hit with a web address, they will visit the site. In this study, internet addresses analyzed were usually quite small, flashed quickly, and lacked any kind of support as to why consumers should want to visit a company\u27s 0internet site. Implications for advertisers and suggestions for future cross media promotion of internet sites are provided

Can English Language Media Connect with Ethnic Audiences? Ethnic Minorities' Media Use and Representation Perceptions

With the size of ethnic minority groups expanding and their disposable income increasing, the consumption landscape and media environment are constantly evolving. It is important for advertisers to understand how ethnic minority group members feel about being targeted by current multicultural marketing communication practices and if English language media for the general market are still a good way to reach these consumers. Past research has often employed a content analysis technique to gauge instances of ethnic minority representation in advertising. However, a void exists in the literature with respect to examining how ethnic minorities actually feel about tactics and messages directed at them. Therefore a cross-cultural survey of adults in three ethnic groups in the United States was carried out to examine these attitudes and also to assess current media use patterns. The results suggest that English broadcast media are still a good way to reach people across the various groups. The study further reveals that attitudes toward the frequency and accuracy of these groups as portrayed in advertisements are somewhat different from the negative viewpoints historically found in the literature. In fact, the results suggest that today s advertisements are not considered inadequate or inaccurate by many and that efforts toward targeting ethnic minorities are potentially welcomed. However, a bi-modal distribution across several representation issues indicates that advertisers must still be cautious in the minds of some ethnic minority consumers. Implications for advertisers and media planners are discussed as well as suggestions for future research.

Teens\u27 Use of Traditional Media and the Internet

As the teen market segment expands and spending power increases, advertisers are cognizant of the importance in understanding traditional and emerging media trends in reaching this new generation of consumers. Increasing penetration of the internet at home and at school encouraged the authors to examine teens\u27 relationships with media. Time allocation across media and the needs fulfilled by each medium were investigated. The study further explored how the internet, given its ability for two-way communication, stacks-up against interpersonal communication sources. Influences of gender and home access to the internet were analyzed, as were the methods teens use to learn about websites. Results provide implications for effectively targeting the teen market

Fashion product placement in international TV series

Based on new ways of watching series via streaming platforms and a change of buying behavior, advertising needs to focus on new strategies. Branded entertainment gives brands the opportunity to deeper integrate their product placements into television show plots. Through a managerial perspective this increases the advertising effectiveness. The serial ‘Sex and the City’ exemplifies successful branded entertainment and shows how series influence fashion nowadays. The placements are outstanding when it comes to storytelling around the brand or product, setting trends and creating a character connection plus a desire through identification. This chapter shows success factors and chances of placements for the fashion industry