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Printable Handouts
Navigable Slide Index
- Introduction
- TV's role within the broader mix of media
- TV's role is changing
- Section 1: integrated communications
- Why is there a talk upon integrated comms? (1)
- Why is there a talk upon integrated comms? (2)
- The status in the UK
- Vizeum definition of "integrated"
- Three other definitions
- Who has been integrating up until now?
- Paradigm shift
- From interrupt model
- To engagement model
- The swing from reach to engagement
- Consent-based communications
- The problem with measurement
- A local solution
- What does integrated comms success looks like?
- Integrated communications case study: 118118
- 118118: introduction
- 118118: core idea
- 118118: the media activity
- 118118: the results
- Feature shared by famous integrated campaigns
- They were all, primarily, TV campaigns
- The challenge for TV within integrated planning
- Loss of eficiency
- Benefits of an integrated approach
- Redefinitions of integrated comms planning
- The relationship between old and new media
- Broadband penetration and content delivery
- Where does this leave TV?
- Section 2: strategic role for TV
- 'The death of TV'' (1)
- 'The death of TV'' (2)
- I do not believe in Endism
- Reality check
- TV is still a central part of most people lives
- Traditional TV offers fantastic value for money
- Traditional TV still drives mass communication
- Multi-channel planning
- Marketing bureaux studies
- The media multiplier effect
- What is the common factor across all studies?
- IPA touchpoints
- The immediate future
- The role of TV within integrated comms planning
- Concept of TV as an 'audio visual'
- Interaction through the red button
- Interactivity
- Have planners and advertisers gone too far?
- Changes in TV viewing
- The "AV" experience
- Digital streaming
- The AV advertising spectrum
- Greater depth of content, when you want it
- Convergence
- AV is no longer restricted to the home/office
- TV is still a key media
- Thank you
- Biography
- What is Vizeum?
- Image sources
Topics Covered
- TV's role within the broader mix of media
- Integrated communications
- From interrupt model to engagement model
- Consent based communications
- What does integrated communications success look like?
- The challenge for TV within integrated planning
- Benefits of an integrated approach
- The relationship between old and new media
- Strategic role for TV
- The immediate future
Talk Citation
Millar, G. (2009, January 28). The strategic role for TV advertising within integrated communications [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/NHZI2094.Export Citation (RIS)
Publication History
The strategic role for TV advertising within integrated communications
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