Managing the Multimedia Message
Effective Coordination Can Unleash the Full Power of Synergy, Delivering Both Short-Term and Long-Term Gains
Advertising
:30s Take a Licking, Keep on Ticking
Under Attack by Technology and Advertisers, Traditional Spots Get a Boost From Sponsored Programming
A Good Yarn Can Sell Your Message
Connect Ads to Compelling TV Programming With Strong, Emotive Storytelling That Absorbs Consumers
’05 Shaping Up to Be a Prosperous Year
Analysts Expect Caution at First, Then Spending Growth; National Ads Stronger Than Local
PPM Could Launch as Planning Tool
‘Project Apollo,’ Marrying Meter With Homescan, Shows Promise in Tracking Audiences and Their Purchases
Success Story: Stations Light Up Holidays
Being home for the holidays will never quite be the same for lucky TV viewers in three designated market areas. Three separate CBS offered sales promotions that included a homey gift for the viewer and great exposure for the client….
Retailers Leverage Holiday Media
Strong Market Presence, Deep Relationships With Customers Keep Registers Ringing Year-Round
It’s Inescapable: DVRs Here to Stay
Surprising CBS Research Finds Viewers Retain Much While Zapping Ads; Produced Spots Must Be More Visual
A Guide to Developing a Media Plan
For the Uninitiated Who May Have Wondered How It’s Done, This Outline Says It’s All About Balancing Tradeoffs
HGTV to Start the New Year With a New Look
Home & Garden Net Freshening Graphics, Promos to Reflect Its Growth in Viewership