I chose this Empirical Generalization because not only did it trigger many different concepts and terminology, it also triggered the different areas of measuring effectiveness of promotional programs through Television media. A larger majority of Promotional Strategy was based on breaking down the promotional mix, and learning the advantages and limitations of all seven forms of promotion.
Technology is always advancing and always changing, especially within Television media. For example in only 1963 was the videotape machine made, this made instant replay during televised sporting events possible. About 36 years later, in 1999, Tivo and DVR was introduced, these forms of technology allow consumers to have the ability to fast-forward through previously recorded programs. These application programs changed the effectiveness of television advertising drastically. These companies who created these applications noted that advertisers should embrace this type of technology rather than fearing it. Since the marriage of TV and the Internet will make possible interactive advertising and give viewers the ability to purchase products directly from the television screen. Even before these application programs were created consumers were zapping through their television, which is when you're intentionally change the channel to avoid commercials. But since these applications existed consumers can either preform zapping or zipping actions. Zipping occurs when consumers fast-forward through commercials as they play back previously recorded program. Studies show that some advertisers have changed the position of their messages and logos to adapted to those users who zip through commercials. The most successful ads concentrated the action and the brand’s logo in the middle of the screen, didn’t rely on multiple scene changes, audio or text to tell the story, and often used familiar characters. People were also more likely to remember an ad in fast-forward mode if they had seen it once before live. No matter if a consumer is zipping or watching in real-time recall and recognition still plays a huge part in advertisement effectiveness. Studies have found that there are no significant difference in brand-liked ad awareness or ad recognition between DVR owners and non-DVR owners across four product categories: Fast food, movies in theatrical release, cars and mobile phones.
Overall I think that this empirical generalization was stating that DVR and non-DVR householders are not dramatically different. A majority of people, no matter if they are fast-forwarding or watching television programs in real-time will engage in their recall and recognition. Recognition is the term
for trying to access a memory of something by prompting with that concept: so a prompt using the actual advertisement, trying to access any memory of having seen it before, is searching for recognition. Recall is the term used when one prompts with a brand name while looking for feedback on the memory of the advertisement; or conversely, prompts with the unbranded advertisement while looking for feedback on the brand that is being advertised.
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The good news for the advertising industry is that the study found no
significant difference in brand-linked ad awareness or ad recognition
between DVR owners and non-DVR owners across four product categories:
Fast Food, Movies in Theatrical Release, Cars and Mobile Phones. - See
more at:
http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2006/05/12/No-significant-difference-in-ad-awareness-between-DVR-owners-and-non-DVR-owners.aspx#sthash.SA2H7AUY.dpuf
.
The good news for the advertising industry is that the study found no
significant difference in brand-linked ad awareness or ad recognition
between DVR owners and non-DVR owners across four product categories:
Fast Food, Movies in Theatrical Release, Cars and Mobile Phones. - See
more at:
http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2006/05/12/No-significant-difference-in-ad-awareness-between-DVR-owners-and-non-DVR-owners.aspx#sthash.SA2H7AUY.dpuf
.
The good news for the advertising industry is that the study found no
significant difference in brand-linked ad awareness or ad recognition
between DVR owners and non-DVR owners across four product categories:
Fast Food, Movies in Theatrical Release, Cars and Mobile Phones. - See
more at:
http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2006/05/12/No-significant-difference-in-ad-awareness-between-DVR-owners-and-non-DVR-owners.aspx#sthash.SA2H7AUY.dpuf
.
The good news for the advertising industry is that the study found no
significant difference in brand-linked ad awareness or ad recognition
between DVR owners and non-DVR owners across four product categories:
Fast Food, Movies in Theatrical Release, Cars and Mobile Phones. - See
more at:
http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2006/05/12/No-significant-difference-in-ad-awareness-between-DVR-owners-and-non-DVR-owners.aspx#sthash.SA2H7AUY.dpuf
Very good discussion of the EG. This is interesting in that you would expect to see differences. Zipping and zapping commercials came about because consumers were annoyed by commercials. Throughout the 50s, 60s, and 70s advertising was premised on an interrupt model. Have to break through and interrupt the viewer. As we learned more about how ads were processed we have moved more toward the entertainment and inclusion model. Thus, people have been less likely to eliminate all commercials from their viewing behavior. Also, as you noted, by focusing on simple elements and the brand logo it is still possible to have an effect without having watched to full commercial.
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