The Round Table (Rational Pagans Forum)

Science & The Supernatural: A Discussion of the World Around us - Based on Science with an Interest in the Supernatural ...
It is currently 22 Nov 2018, 05:18

All times are UTC - 5 hours




Post new topic Reply to topic  [ 9 posts ] 
Author Message
PostPosted: 24 Nov 2008, 16:38 
Offline
Grand High Lord Admiral of Hell
User avatar

Joined: 10 Sep 2007, 13:14
Posts: 5726
Location: Buffalo, NY
DVR Fast-forwarding May Not Be Fatal To TV Advertising

ScienceDaily (Nov. 21, 2008) — While digital video recorders and products like TiVo allow television viewers to skip past commercials, Boston College researchers have found that fast-forwarding viewers actually pay more attention and can be influenced by brand images they view only for a fraction of a second.

Tracking the eye movements of viewers, Carroll School of Management Professors S. Adam Brasel and James Gips found that ads with brand information placed in the center of the screen still create brand memory despite a 95% reduction in frames viewed and complete loss of audio. Their results are reported in the November edition of the Journal of Marketing.

"In the age of DVRs, advertisers who place their brands anywhere outside the center of the viewing screen do so at their own brand peril," said Brasel, an assistant professor of marketing. "Even in fast forward, consumers can focus in on a product logo or brand and that fraction of a second can later influence their preferences."

Ads with brand information located on the periphery of the TV screen are of virtually no value, according to a new study.

Fast-forwarded commercials containing extensive central brand information can even have a positive effect on a consumer's brand attitude, behavioral intent and actual choice behavior, the researchers found.

...

_________________
If you can't stand the heat, don't tickle the dragon ...


Top
 Profile  
 
PostPosted: 25 Nov 2008, 14:22 
Offline
Adherent

Joined: 04 Jun 2008, 14:30
Posts: 75
Location: Green Bay, WI
Interesting. Can't say it would actually help those advertisers. I sometimes catch a glimpse of something interesting as I skip forward, but never interesting enough to back up to check it out.

I think another attempt at getting people to watch commercials failed with the TV show Fringe. They tout it as a show with "limited commercial interruption" then they proceed to tell you how long the commercial break will be. "Fringe will be back in 90 Seconds" - Thanks, that's 3 skips. Back in 60 seconds - ah, 2 skips. No guesswork - perfectly skipped commercials.


Top
 Profile  
 
PostPosted: 25 Nov 2008, 16:17 
Offline
First Circle Initiate
User avatar

Joined: 20 Nov 2008, 17:26
Posts: 134
Are you going out to buy that thing that looks nice shown every now and then or are you going to buy the thing that they ram into your eyeballs every 3 f**king minutes? Avertising is too whorish these days.

_________________
Image Image Image Image Image


Top
 Profile  
 
PostPosted: 25 Nov 2008, 16:37 
Offline
Grand Poobah
User avatar

Joined: 18 Sep 2007, 11:26
Posts: 5793
Location: Buffalo, NY
these days?

LOL!

_________________
Chloride and Sodium: Two terribly dangerous substances that taste great together!


Top
 Profile  
 
PostPosted: 25 Nov 2008, 17:07 
Offline
First Circle Initiate
User avatar

Joined: 20 Nov 2008, 17:26
Posts: 134
jess wrote:
these days?

LOL!

Back in the day you could go a good 30 minutes between breaks, these days you're lucky if you get 15 minutes peace.

_________________
Image Image Image Image Image


Top
 Profile  
 
PostPosted: 26 Nov 2008, 07:41 
Offline
Neighbor of the Beast

Joined: 03 Nov 2007, 09:17
Posts: 667
See therein is the difference between the telly in Scotland and the good old Capitalist US of A. 15 minutes would be unheard of round here. 10 minutes maybe. Even back in the good old days, you could count on three commercial breaks in a half hour... :popcorn:


Top
 Profile  
 
PostPosted: 26 Nov 2008, 07:57 
Offline
Grand Poobah
User avatar

Joined: 18 Sep 2007, 11:26
Posts: 5793
Location: Buffalo, NY
Occasionally they sucker you in with no commercials during the first 15 of a 1 hor show...

then they hit you with them every 3 minutes...

I remember as a little girl talking with a woman from northern Eurpoe who thought we were so lucky. She couldn't go to the bathroom until the show was over...

_________________
Chloride and Sodium: Two terribly dangerous substances that taste great together!


Top
 Profile  
 
PostPosted: 02 Dec 2008, 10:55 
Offline
Neophyte

Joined: 13 Nov 2008, 12:37
Posts: 15
I totally zone out when commercials come on. Sometimes, my husband will make a comment about one, and I won't know what he's talking about. :D

But when you're fast forwarding, you have to pay attention so you can stop at the right place, so you'll notice the brand names and logos. I wouldn't rewind to see the full commercial, but if the idea is to build brand/name recognition, or to just make you think about their brand for a second, then they've succeeded.


Top
 Profile  
 
PostPosted: 02 Dec 2008, 12:26 
Offline
Grand Poobah
User avatar

Joined: 18 Sep 2007, 11:26
Posts: 5793
Location: Buffalo, NY
Hex learned at an early age to fast forward until the car ad came on.

Cars were often the last ad before the show started again...

_________________
Chloride and Sodium: Two terribly dangerous substances that taste great together!


Top
 Profile  
 
Display posts from previous:  Sort by  
Post new topic Reply to topic  [ 9 posts ] 

All times are UTC - 5 hours


Who is online

Users browsing this forum: No registered users and 22 guests


You cannot post new topics in this forum
You cannot reply to topics in this forum
You cannot edit your posts in this forum
You cannot delete your posts in this forum

Search for:
Jump to:  
cron
Powered by phpBB® Forum Software © phpBB Group