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Tackling fast forward consumers: How to deal with advertisement avoiders

Strategic Direction

ISSN: 0258-0543

Article publication date: 20 September 2011

Abstract

Purpose

The purpose of this paper is to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Making use of a TV commercial break to make a cup of tea or coffee, or fast‐forwarding if it is recorded, might be anathema to the advertisers, but so too is consumers' ability to ignore the clutter of commercials that confront them while they are online. Online viewers often say they prefer that medium because there are fewer advertisements than on TV, but advertisers who see the trend away from regular TV want to change that. So how do advertisers make sure their advertisements are watched?

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Keywords

Citation

(2011), "Tackling fast forward consumers: How to deal with advertisement avoiders", Strategic Direction, Vol. 27 No. 10, pp. 12-15. https://doi.org/10.1108/02580541111171201

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited