Tackling fast forward consumers

Strategic Direction - 2011

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PurposeThe 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/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsMaking 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 implicationsProvides strategic insights and practical thinking that have influenced some of the world's leading organizations.Originality/valueThe 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.

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Tài liệu tham khảo

Campbell, C., Pitt, L.F., Parent, M. and Berthon, P.R. (2011), “Understanding consumer conversations around ads in a Web 2.0 world”, Journal of Advertising, Vol. 40 No. 1, pp. 87‐102, ISSN 0091‐3367.

Logan, K. (2011), “Hulu.com or NBC? Streaming video versus traditional TV: a study of an industry in its infancy”, Journal of Advertising Research, Vol. 51 No. 1, pp. 276‐87, ISSN 0021‐8499.

Trampe, D., Stapel, D.A. and Siero, F.W. (2011), “The self‐activation effect of advertisements: ads can affect whether and how consumers think about the self”, Journal of Consumer Research, Vol. 37 No. 6, pp. 1030‐46, ISSN 0093‐5301.

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Strategic Direction

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