Novelty of HDTV and datacast ads will enhance awareness,
as with web “interstitials” mentioned yesterday by Rex Briggs.
Producers will refine creative skills in HD and DTV.
New station-level efforts in direct response marketing.
Digital ads reaching viewers who have self-selected into DTV audience.
High impact, effective TV advertising!
MEASURING THE AUDIENCE?
awareness
knowledge
liking
preference
intention
purchase
exposure
opportunity to process
aided recall
control v. treatment
significance
rating
share
aggregate effect
| Previous slide | Next slide | Back to first slide | View graphic version |