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This study aims to uncover in-depth examples of how emergent media affects parents’ views and socialization efforts. The study examines these views and efforts in the context of violent commercials.

The authors collected data for this paper using two studies. In Study 1, they collected data from the internet. Comments related to “violent ads” or “violent commercials” were collated and analyzed. For Study 2, they conducted in-depth interviews with mothers on their views on parental mediation and impact of media on their children.

The internet data helped develop a parental definition of violent ads and identify that parents lie on a continuum regarding their concerns about violent commercials. Further in-depth questioning of parents on the above finding led to the identification of four clusters of parents. “Media managers” attempt to control and restrict their child’s media environment while educating their child about the effects of violent commercials. “Enablers” spend abundant time co-viewing primetime TV while engaging their child in conversations on violence, but not on violent ads. To maintain harmony in the household, “Harmonizers” merely restrict viewing of violent commercials without educating their child about its effects. Finally, “Agent evaluators” are likely to co-view violent commercials, without discussing them with their child.

First, several of the parental segments (media managers, enablers and harmonizers) tend to note some concerns with violence in advertising. Importantly, this concern for violence appears to be limited to gore and use of physical weapon. Second, while parents do not have homogenous views on violent ads, those who are concerned also have differing roots of concern. This influences their mediation efforts. Third, socialization is bi-directional at times.

Many parents do not approve are the use of physical violence, use of weapons and depiction of blood/gore even in ads for movies or videogames. Advertisers might be wise to avoid such content in ads directed to children. Second, if media and marketing managers could plan to sponsor TV shows (vs placing violent ads) that offer ad-free program time, parents might respond positively. Third, as socialization is bi-directional, advertisers could consider using ad scenarios where parents and children engage with the pros and cons of a certain product or content, thus enabling parent-child conversations to make an informed decision.

Many parents notice violence in ads; policymakers could consider developing ratings for ads that consider the amount and type of violence while rating an ad. Second, a focus on increasing parental awareness on the harms of constantly exposing children to violent commercials might change the views of some parents who currently believe that a few or no violent commercials are being aired during children’s programs. Finally, parents envisage a greater role for media in their lives, and policymakers will have to suggest ways to effectively integrate media content in one’s lives rather than just suggest bans or restrictions.

The contributions of this paper include viewers’ (vs researchers’) definition of violent commercials, showcasing that parents are likely to manage media using new media options such as Netflix, and some parents are likely to co-create rules with their children.

This chapter will look at the development, types and effectiveness of new forms of advertising in television (NFAs) and report on the current state of research in the field.

The most relevant contributions from the literature describing the practice and assessing the effectiveness of NFAs are presented and reviewed.

NFAs have emerged in response to the decreased effectiveness of conventional television advertising (spots) due to audience fragmentation, zapping, saturation and increased competition. Currently, NFAs are widely used around the world. Although the available empirical evidence indicates that NFAs are more effective than traditional spots in terms of recall, this chapter points to a need for better scientific understanding of key aspects of these new formats. Given the important role that NFAs play in how today’s television advertising market is managed, further research is needed on their effectiveness.

The literature on the practice and analysis of the effectiveness of NFAs is unfocused and varied, making it difficult to adequately determine whether the growing use of these formats can be justified on the grounds of proven arguments regarding the qualities that set them apart from traditional spots. In this regard, the summary provided in this chapter of both the state of knowledge about different types of new advertising formats on TV and their effectiveness is an important reflection of the state of the art in research on these formats.

Television became a possible medium for advertising in the late 1930s but its emergence as a major medium dates from 1947. Arguments about the likely effectiveness of television as a source of entertainment attracting large numbers of viewers were coloured by fears of responses to ill‐devised uses by advertisers of the presentation of products or services. The profitability of television selling was forshadowed in 1947.

European television is on the brink of being transformed by a new breed of commercial stations which garner revenues from advertisements — not merely taxes, governmental subsidies, and/or legislation which requires viewers to underwrite the programmes they watch. European commercial television, now in its infancy and usually only available to those with cable TV, exhibits all the signs of being an emerging “enfant terrible”. “Annual double‐digit gains in … (TV) advertising in Europe” will continue for the next 20 years, predicts John Eger, a major international media consultant and former senior Vice President of CBS Worldwide Enterprises.

Wherever television is a commercial venture which earns a significant percentage of revenues from advertising, it tends to be transformed to better serve the needs of ad agencies and their clients. One oft raised complaint is that in an attempt to raise ratings and viewership, advertisers insist that shows cater to the “lowest common denominator” of society; as a result, quality programming is often compromised, eliminated, or banished to time periods when viewing is inconvenient. Programme diversity is also undermined. This paper suggests that the strategies of commercial television often restrict high quality programming even if the actual sponsors are committed to quality and diversity. This is done to create an environment which will best serve the majority of sponsors, and thus attract maximum advertising revenues. A history of Voice of Firestone (a long‐lived programme on U.S. Radio and TV) will be used as an example of this tendency. In an era when Europe is becoming more involved with commercial television, the lesson of such examples is especially significant.

The purpose of this paper is to compare the relative performance of TV sponsorships with the industry standard 30‐second TV spot advertising on achieving common communication goals.

The two media are tested with an experiment using realistic stimuli and target market representative samples and employing six brands as both TV sponsors and TV advertisers.

Ten seconds of TV sponsoring works almost equally as well as 30‐second spots across all measures and brands. While the outright performance differs by type of brand (i.e. high fit versus lower fit, known versus unknown), the relative performance between media does not vary.

The stimuli only gave subjects a brief exposure to each medium. The six stimuli brands, four effect measures, and the Norwegian sample may also not be representative for all types of TV sponsoring/advertising contexts.

Marketing managers can use the results to better allocate their communication spending between TV spot advertising and TV sponsorships, by determining which medium offers better value in achieving communication goals.

To the authors' knowledge, the comparison is the most realistic and controlled experiment in this area, with high levels of internal and external validity.

The study compared values represented in infomercials with values represented in conventional commercials. A total of 318 infomercials and 861 commercials broadcast in Israel in the late 1990s were coded to examine the prominence of value systems and of specific values. Of the three value systems examined – functionalism, hedonism and altruism – functionalism was over three times more frequent in infomercials than in commercials, and altruism was over three times more frequent in commercials than in infomercials. The frequency of hedonism in commercials was 25 percent greater than it was in infomercials. Joy, the most prominent value in commercials, ranked only third in infomercials. Overall, the results show that in spite of the fact that the infomercials are longer than the commercials, they present a more limited selection of values. Infomercials repeatedly mention only the product’s price, its basic qualities and its obvious uses.

The authors conceptually aim to replicate and update an early stream of research to find the key dimensions used by today’s audiences. They also show that the dimensions are directly related with attitude toward the ad, product attitude change and product recommendation and test the moderating impact of FCB Grid product type.

Across two studies, the authors survey a nationally representative sample of 1,223 US adults.

Consumers evaluate commercials using the dimensions: Dislikable, Meaningful, Ingenious and Warm. The latter three are positively related with ad attitude, attitude change and recommendation, whereas Dislikable is negatively related. Furthermore, results show that High and Low Involvement Think products moderate the relation between all four dimensions and all three outcomes. Only Meaningful affects the outcomes for High Involvement Feel products, whereas only Ingenious affects Low Involvement Feel product outcomes.

The research is limited to TV commercials, limiting generalizability to other media. Furthermore, the sample is limited to the USA.

The paper provides a parsimonious four-dimension model for advertiser use. These dimensions also predict ad attitudes, product recommendation, and attitude change. The results further show that for emotionally driven products with high involvement, commercials should focus on meaningfulness. For emotionally driven products with little involvement, ads should emphasize creative elements.

Addressing the paucity of replications in marketing, this paper replicates and extends a stream of research to reveal dimensions consumers use to evaluate commercials and demonstrates their practical applications.

Describes how, three years after the fall of the communist government in Czechoslovakia, NOVA, the first privately owned commercial television station in Central Europe began broadcasting throughout the recently formed Czech Republic. The primary challenge was to position the new station successfully as a clearly differentiated brand in a market which had never previously experienced television as anything other than a government‐controlled commodity. The station′s management sought to establish itself with the Czech television audience as the nation′s broadcast brand of choice by utilizing substantial numbers of Hollywood hit motion pictures and popular US television series, as well as presenting news shows which were significantly more irreverent and independent than the competing government‐sponsored stations. Prior to launch, the station management executed the most intense national advertising and promotion campaign ever utilized to promote a media product in the Czech Republic.

The purpose of this paper is to explore the moderating effects of parent‐child co‐viewing of TV and parents' discussion of content with children in the context of the family's effect on children's skepticism towards TV advertising.

A survey of 296 consumers aged 12 to 16 in Ankara was conducted using a structured questionnaire. Constructs were measured using established scales.

It was observed that the co‐viewing of advertisements with parents increased the family effect. On the other hand, discussion of advertising with parents reduced the family effect. The conclusion was that parent‐child co‐viewing of advertisements can alter the children's perceptions of advertisements through personal assessments.

This is an exploratory study and has limited generalizability as it has been conducted solely in one city, Ankara, Turkey. Any further research should include perspectives from other cities in Turkey and from other countries. In addition, frequency of TV viewing has not been taken into account. Further research could investigate gender differences and cohort effects on the issues investigated in this study.

The design of advertisements should include perceptions of both parents and children in order to convey meaningful messages in advertising. Furthermore, advertisers should take into account the ecology of viewing in the household where Turkish people in extended families view TV commercials.

Although the issue of adolescents and advertising is widely explored in the USA, there has been limited investigation on adolescents' receptivity to advertising in other cultures. Although it is likely that some aspects of adolescent consumer behavior are universal across cultures, studies such as that documented in this paper provide opportunities to investigate what is happening in different settings.