Abstract
M. Bjørn von Rimscha, Patrick Rademacher, Nathan Thomas, Gabriele
Siegert (2008). The Future of TV Commercials: Not as Bleak as Proclaimed,
Journal of Media Business Studies 5(2):23-46.
Key Words: advertising, product placement, sponsoring, integrated communication,
television
Changes in the TV industry and usage patterns create the necessity to reevaluate the
production and insertion of commercials into the program. The authors analyze how
industry professional value the effectiveness of traditional TV commercials and examine if
increasingly hybrid advertising formats integrating the commercial message into editorial
content are chosen. Contrary to the common assumption that the classical TV commercial
is about to disappear, the authors' structured interviews reveal that it is still considered the
most important advertising format and cannot be substituted. The future is seen in
integrated intra- and inter-medial campaigns using both traditional and hybrid advertising
formats.
M. Bjørn von Rimscha, Patrick Rademacher, Nathan Thomas, Gabriele
Siegert (2008). The Future of TV Commercials: Not as Bleak as Proclaimed,
Journal of Media Business Studies 5(2):23-46.
Key Words: advertising, product placement, sponsoring, integrated communication,
television
Changes in the TV industry and usage patterns create the necessity to reevaluate the
production and insertion of commercials into the program. The authors analyze how
industry professional value the effectiveness of traditional TV commercials and examine if
increasingly hybrid advertising formats integrating the commercial message into editorial
content are chosen. Contrary to the common assumption that the classical TV commercial
is about to disappear, the authors' structured interviews reveal that it is still considered the
most important advertising format and cannot be substituted. The future is seen in
integrated intra- and inter-medial campaigns using both traditional and hybrid advertising
formats.
