AccessMyLibrary provides FREE access to over 30 million articles from top publications available through your library.
Create a link to this page
Copy and paste this link tag into your Web page or blog:
iTV Report: Terms of engagement.
More intelligent measurement systems now in development will provide deeper understanding and do justice to interactive TV ads' potency in engaging the consumer, David Fletcher says.
One of the draws of a job in advertising used to be its simplicity. Decide what you need to say; craft an engaging way to say it; find relevant places to stick the ads; strike a hard-but-fair bargain with the media owner; lunch; receive praise when sales go through the roof.
The industry has developed 'science bits' to add rigour to the simplicity.
Groups help to frame the message; clients can 'pre-test' copy to check whether ads will engage; surveys help identify the optimum placement; ad-tracking, sales monitors, call-centres and web-hits justify repeat business.
Interactive TV disrupts this benign straightforwardness. It adds layers of subtlety to a communications model built around a binary stimulus- response mechanism. This is mirrored by the evaluation processes we use, which tend to count responses.
- My fight to the death with a killer grizzly; British climber David Fletcher...
- Newspaper article from: The Mail on Sunday (London, England) Fletcher, David April 14, 2002 700+ words
Byline: DAVID FLETCHER Alone in the Alaskan wilderness, hundreds of miles from civilisation, I should have had just one thought in my mind: my goal...
- Appointment of a District Judge (Magistrates' Court) England and Wales -- David...
- Press release article from: M2 Presswire June 5, 2003 700+ words
...PRESSWIRE-5 June 2003-UK Government: Appointment of a District Judge (Magistrates' Court) England and Wales -- David Fletcher(C)1994-2003 M2 COMMUNICATIONS LTD RDATE:06052003 HM The Queen has signified Her intention of appointing David Robert...
- Uponor Canada (Wirsbo).(People On The Move ...)(David Fletcher named vice...
- Magazine article from: Supply House Times Klems, Brian A. October 1, 2003 700+ words
Uponer Canada (Wirsbo) named Dave Fletcher vice president/sales and marketing. He has 25 years of experience in sales and marketing in the agriculture and telecommunications industries.
- Interactive TV hots up as the Job Channel posts its millionth job ad with...
- Press release article from: M2 Presswire April 8, 2003 700+ words
...M2 PRESSWIRE-8 April 2003-MMTV: Interactive TV hots up as the Job Channel posts its...with British Gas; British Gas trials Interactive TV recruitment drive with the Job Channel...million job ads since launch; 66% of interactive TV job seekers do not have a PC with Internet...
- CORRECTION -- The Interactive TV Show Europe.
- Press release article from: M2 Presswire September 4, 2001 700+ words
...International: CORRECTION -- The Interactive TV Show Europe (C)1994-2001 M2 COMMUNICATIONS...Access Conferences International: The Interactive TV Show Europe" did not contain contact...to book a place at the third annual interactive tv show Europe, tipped to be the hottest...
- Ready or not: interactive TV is back.
- Magazine article from: Multichannel News Arlen, Gary April 14, 1997 700+ words
...of people would like to believe that Interactive TV is gone for good, and that the long...weeks ago trumpeted, "Introducing Interactive TV Right Out of the Box." Sure, it...Communications itself eschews the term "interactive TV," preferring the more neutral "enhanced...
- NDS expands European Interactive TV Office; Expansion to provide more...
- Press release article from: Business Wire September 8, 2000 700+ words
...announces that it has expanded its European Interactive TV office, based in London. This expansion...which are run out of NDS' European Interactive TV office. The European Interactive Office...appointed as NDS' Vice-President, Interactive TV. "Today, the world's most advanced...
- The Interactive TV Show Europe.
- Press release article from: M2 Presswire August 31, 2001 700+ words
...Access Conferences International: The Interactive TV Show Europe (C)1994-2001 M2 COMMUNICATIONS...to book a place at the third annual interactive tv show Europe, tipped to be the hottest...with a status overview of the digital interactive TV market across Europe. Featuring more...