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- THEATER TEST. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p168
A definition of the term "theater test" is presented. It is a method of copytesting, which is a message evaluation methodology that is used when an advertising is finished. Theater test involves displaying a set of television advertisements within some type of television program to allow...
- Rice-A-Roni's slice of life leaves quite a good taste. Garfield, Bob // Advertising Age;8/23/1993, Vol. 64 Issue 35, p34
This article reviews a television commercial for Golden Grain's Rice-A-Roni.
- Assumptions in Measuring Advertising Effectiveness. Semon, Thomas T. // Journal of Marketing;Jul1964, Vol. 28 Issue 3, p43
Thomas E. Coffin's article, "A Pioneering Experiment in Assessing Advertising Effectiveness," published in the July, 1963, issue outlined a logical model and a practical research approach, and indicated further improvements to be made. However, the author of the present article believes that...
- A Situational View of Information Content in TV Advertising in the U. S. and U. K. Weinberger, Marc G.; Spotts, Harlan E. // Journal of Marketing;Jan89, Vol. 53 Issue 1, p89
A study of the information content of U.S. and U.K. advertising was developed in the context of the Foote, Cone and Belding (FCB) planning matrix. A 1985 sample shows that U.S. television ads in that year have more information content than those in 1977 and more than a sample of 1985 U.K....
- The IMS Top 20 DRTV National Cable Rankings. // Response;Oct2004, Vol. 13 Issue 1, p14
This chart presents the Infomercial monitoring services (IMS) top 20 Direct response TV (DRTV) national cable ranking. The ranking has been provided on the basis of research executed by Infomercial Monitoring Service Inc. This ranking has been for the month of August 2004. It is solely based on...
- A sharp-eyed TV show picks apart TV ads. Mason, M.S. // Christian Science Monitor;11/26/99, Vol. 92 Issue 2, p20
Reviews the public television program 'Mental Engineering', which evaluates television advertisements.
- Lone Wolf. Lippert, Barbara // Adweek Eastern Edition;8/21/2000, Vol. 41 Issue 34, p30
Discusses the elimination of distinction between advertising and programming in the telecast of the television program 'Survivor.' Analysis of the factors which led to the success of the show; Critique review of advertising spots of each program sponsor, including Visa, Kodak and Doritos.
- Finding the Missing Link. Hess, Mike // MediaWeek;6/11/2007, Vol. 17 Issue 24, p10
The author comments on the Apollo single-source project, launched to enable television advertisers to analyze and improve media efficiency. He reflects on the project's pilot study of households in the United States, and analyzes data from case studies. In order for it to be viable, he states,...
- Twenty-four hours of TV in Franklin County. Frazier, Mya // Advertising Age;10/13/2008, Vol. 79 Issue 38, p20
The article focuses on political advertising in the U.S. presidential election. 24 hours of broadcast television in Franklin County, Ohio, an important swing area in that state, are examined to measure the quantity of advertisements for Barack Obama and John McCain. Several of the advertisements...