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    Television as an Advertising Medium

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    Long deemed the most successful advertising medium, television advertising has received increased criticism as being too expensive and, even worse, no longer as effective as it once was. Critics maintain that consumers tune out too many ads by zipping and zapping and that it is diffcult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV disagree, contending that the multi-sensory impact of TV is unsurpassed and that no other media option offers the same potential impact.


    Has TV advertising lost its power?
    Compare TV advertising with one other promotional channel. Provide real world examples.

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    Solution Preview

    Please see attached response (also presented below), and one highly relevant article as well. Good luck with your studies and take care.


    Let's take a closer look through comparing to other mediums e.g., Internet, etc.


    A. Future Predictions

    Example: May 05, 2005

    US marketers exploring new advertising channels
    A new five-year forecast from Forrester Research says online marketing and advertising in the US will represent 10 percent of total advertising spending in 2010. About half of the marketers plan to decrease their spending in traditional advertising channels (magazines and direct mail), rather investing more budget online. Forrester also points out that search engine marketing will grow by 33 percent in 2005, and marketers are increasingly interesting in the new advertising channels such as blogs, RSS and mobile devices. (Source: http://www.adverblog.com/archives/001378.htm).

    Example: May 13, 2005

    MSN explores RSS marketing

    MSN and Fox Sports are targeting sport fans with an opt-in service, which allows users to receive scores and news alerts via RSS and MSN Messenger. DMNews explains this idea will allow MSN to offer advertisers with extremely targeted marketing opportunities. The technology will be provided by MessageCast, which has already reached extremely positive results delivering beauty ads to L'Oreal's subscribers in Britain and Germany.

    B. Example of advertising On-line: MSN Gives Fox Sports Fans News via Alerts, RSS Feeds

    MSN is using MessageCast technology to let Fox Sports fans sign up online to receive scores and news from their favorite teams via alerts and RSS feeds. Fans visiting the MSN Fox Sports site at msn.foxsports.com can choose to get such information through their PC via MSN Messenger, mobile device or e-mail. They also can opt for a combination based on their message status on MSN Messenger, an instant messenger service.
    "Marketers will have the opportunity to tap into a focused, fanatically interested audience," said Royal Farros, CEO of MessageCast, Redwood City, CA. "Sports fans are just crazy about this stuff. We reach out over the MSN network and actually find a fan with information they want. Allowing marketers who cater to a sporting audience to tap into that is incredibly potent." This deal further strengthens ties between MSN and Fox Sports. Both marketers have worked together since July, making msn.foxsports.com one of the leading sports destinations online.

    RSS and XML are increasingly changing the interaction between technology and content. MSN Alerts allows content to become available in a user-controlled manner that is free of spam and 100 percent opted in. "[Also], because we can see your presence on MSN Messenger, we're able to send the information to you when and where you want it," said Matthew Carlson, program manager at MSN, Redmond, WA. "We use RSS as a key information trigger. The value to the publisher is that we send the subscriber back to their site, which gives them a more intentional RSS strategy and fits into their ...

    Solution Summary

    This solution explains whether or not television has lost its power as being the most successful advertising medium by comparing it to other advertising mediums, e.g., Internet, etc.. Supplemented with a highly informative article.