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C. Campbell, L.F. Pitt, M. Parent, P.R. Berthon
Understanding consumer conversations around ads in a Web 2.0 world
K. Logan
Hulu.com or NBC? Streaming video versus traditional TV: a study of an industry in its infancy
D. Trampe, D.A. Stapel, F.W. Siero
The self‐activation effect of advertisements: ads can affect whether and how consumers think about the self
Purpose – The purpose of this paper is to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Making use of a TV commercial break to make a cup of tea or coffee, or fast‐forwarding if it is recorded, might be anathema to the advertisers, but so too is consumers' ability to ignore the clutter of commercials that confront them while they are online. Online viewers often say they prefer that medium because there are fewer advertisements than on TV, but advertisers who see the trend away from regular TV want to change that. So how do advertisers make sure their advertisements are watched? Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
Strategic Direction – Emerald Publishing
Published: Sep 20, 2011
Keywords: Advertising; Advertising effectiveness; Advertising research; Consumer research; Conversations; Customer feedback; Digital television; Internet; Videos; Web 2.0
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