Most advertising today depends on a single-step communications model. A message sender – the message – receiver.
This basic model assumes that the sender is active, whilst the receiver is inactive or passive and the message is comprehended properly.
In this case if the advertisement is creatively prepared and sent through the right medium and, if it cuts through all the other noise, and then if it is decoded correctly the advertisement has done its job!
Dealing with the future will require significant changes in the ad industry. Media research- how advertisers measure what people watch and how they respond to ads-will have to get considerably savvier about gauging media consumption habits. Creative ad teams will have to understand the communication process better and then make involving ads that people are actually interested in reading/watching.
Would you like more information? Please visit:
http://interactivetelevisionorinteractivetv.blogspot.com
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