Thanks blogger community for solving my mysterious error. I'll hang on to http://itvresearch.blogspot.com which is a better name. Please cite me as © 2009 Dr. Bruce Klopfenstein.
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RQ5: What is the best way to measure the impacts of iTV ads?
ONDRIEZEK, PEIFFER, STEELE, Watkins
Answer via comment with citations.
posted by Dr. K @ 10:06 AM
2 comments
I'm a professor of emerging new media in the Grady College of Journalism and Mass Communication at the University of Georgia.
2 Comments:
There are various methods to evaluate the extent to which people respond to advertising on television. The true effectiveness of the more common methods is questionable, yet provides a basis for insight into this difficult question. For example, ethnographic studies can provide somewhat specific results concerning the TV ads relevance to everyday life. These can be used to measure different viewer profiles and provide quantitative results (O'Brien J, Rodden T, Rouncefield M, Hughes J, 1999).
Additionally, Psychologically based Longitudinal studies provide researchers with a method to observe individuals over a longer period of time. This generally eliminates varying factors such as iTV's change over time (generational differences) as well as cultural factors (Kubey R, Csikszentmihalyi M, 1990).
There are also qualitative methods such as focus groups and surveys which can reveal new issues that were previously unidentified by researchers.
The introduction of new interactive television ads will also bring forth new methods for gathering advertising data. The ability to purchase products with the click of a button will allow advertisers to actually track consumer's purchasing trends and create personalized advertising for specific viewers.
Here is a link to our powerpoint presentation of this material:
http://laura526.myweb.uga.edu/itv.ppt
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