Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. TV's role within the broader mix of media
3. TV's role is changing
4. Section 1: integrated communications
5. Why is there a talk upon integrated comms? (1)
6. Why is there a talk upon integrated comms? (2)
7. The status in the UK
8. Vizeum definition of "integrated"
9. Three other definitions
10. Who has been integrating up until now?
11. Paradigm shift
12. From interrupt model
13. To engagement model
14. The swing from reach to engagement
15. Consent-based communications
16. The problem with measurement
17. A local solution
18. What does integrated comms success looks like?
19. Integrated communications case study: 118118
20. 118118: introduction
21. 118118: core idea
22. 118118: the media activity
23. 118118: the results
24. Feature shared by famous integrated campaigns
25. They were all, primarily, TV campaigns
26. The challenge for TV within integrated planning
27. Loss of eficiency
28. Benefits of an integrated approach
29. Redefinitions of integrated comms planning
30. The relationship between old and new media
31. Broadband penetration and content delivery
32. Where does this leave TV?
33. Section 2: strategic role for TV
34. 'The death of TV'' (1)
35. 'The death of TV'' (2)
36. I do not believe in Endism
37. Reality check
38. TV is still a central part of most people lives
39. Traditional TV offers fantastic value for money
40. Traditional TV still drives mass communication
41. Multi-channel planning
42. Marketing bureaux studies
43. The media multiplier effect
44. What is the common factor across all studies?
45. IPA touchpoints
46. The immediate future
47. The role of TV within integrated comms planning
48. Concept of TV as an 'audio visual'
49. Interaction through the red button
50. Interactivity
51. Have planners and advertisers gone too far?
52. Changes in TV viewing
53. The "AV" experience
54. Digital streaming
55. The AV advertising spectrum
56. Greater depth of content, when you want it
57. Convergence
58. AV is no longer restricted to the home/office
59. TV is still a key media
60. Thank you
61. Biography
62. What is Vizeum?
63. 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

Links

Series:

• TV Advertising in the UK

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on January 28, 2009
• Archived on April 7, 2022