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Media Guru

Guru Search Results: 4 matches were found

Saturday, October 09, 1999 #2862
It seems that most of the news about advancements in media and in media planning focuses on the on-line arena. However, changes have to be happening in the off-line arena, even if they donít get the same play. Introductions of products TiVo or Replay TV are going to create major concern among the television and advertising communities once the universe of ownership begins significantly cutting into the viewership of commercials. The digital superimposition of products into programming, rather than just having them featured in the show, seems to be an area where both creative and media departments are both going to have to play close attention (Stuart Elliottís article in 10/1 NYT addressed some of this). However, with this long preamble, what in Guruís opinion are some of the other innovative things happening in the off-line advertising side of TV, radio, mags, newspapers, OOH, etc.? Could you cite some articles or Websites that might go into more depth on these?

The Media Guru Answers(Saturday, October 09, 1999 ):
The offline "innovations" to which you refer are just new mechanisms for achieving the same results with which planners have coped for many years. Not long after VCRs, devices to eliminate commercials were available and never sold well. Remotes have long since made zipping through recorder commercials quite easy.

product placement and stadium signage are old-hat as well. Placing them digitally instead of physically isn't media planning news.

The Guru doesn't see anything happening off-line as big as the creation of on-line and new advertising vehicles in the on-line arena.

News in off-line seems to focus on new ways to buy and package. Perhaps we will see a return to the early days of TV and real sponsorship. Segmentation - in the sense of a focus on minority groups which in the aggregate now outnumber the presumed mainstream majority, and personalization of media are the new direction the Guru sees in traditional media.

Ad Age and MediaWeek are still the best sources of media news in print.


Thursday, June 24, 1999 #2590
Dear Media Guru! I've been requested by a client to evaluate a possible product placement opportunity in a very "local" motion picture (nordic). There's no real cross promotion opportunities for the client since it's a pharmacutical company with distribution only through pharmacies (which are heavily regulated in this market). I've been searching the web but without any success! BR Christian

The Media Guru Answers(Monday, June 28, 1999 ):
Click here to see past Guru responses about in-film product placement


Wednesday, February 03, 1999 #2307
dear Guru, i am a great fan of ur site and u have in the past cleared a number of my doubts. i am currently pursuing a thesis on in film advertising. where on the net can i find information related to the topic'in film advertising'or 'stealth advertising' or 'in theatre advertising'? i would be glad if u could direct me regarding this topic girish

The Media Guru Answers(Friday, February 05, 1999 ):
Screenvision is one of the best known in-theater advertising vendors.

One in-film product placement company the Guru has mentioned previously is Hollywood International Placements


Tuesday, August 04, 1998 #1990
Hello, Guru. How could we estimate TV sponsorship effectiveness for different types of sponsorship- promo mentions, billboards, tags, logo in corner, brand in corner,product placement, presents, branded dressing, etc. In relation to ratings estimation for promo mentions, billboards I found out that is would be 25% value of '30 sec. spot per item. Could you, please, introduce me into current methodologies used, research institutes conducted this kind of investigations and ,that is more important for me, findings in audience estimation per '30 sec. spot base ( or other bases). Thanks in advance. TE

The Media Guru Answers(Wednesday, August 05, 1998 ):
Apparently, you are looking for a value rather than literally "effectiveness." The 25% of a :30 value of a billboard would seem to be based on time equivalence. The same calculation could work for the other items that have an amount of time associated. Of course items that are pure visuals, like logos need to be devalued versus complete sight/sound/action items.

Judgement is your best tool.



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