EBM, TV & DVR

Using EBM to Prove That TV Ads Are losing The Power It Used to Have Because Of the Increasing Number of DVR and Internet Users

Table of Contents

Abstractiii

Introduction5

Evidence-Based Decision-Making5

Growth Of Internet7

Communication Concept8

Improving Quality through Evidence-Based Decision-Making And Advertising12

Benefits16

Communication Tool17

Internet and Areas Of Life18

The Growth Of Internet Advertising Budgets And Revenues By Type20

DVR and Internet23

Evolution Of Internet Marketing24

The Decision-Making Role of Managers25

Conclusion26

References28

Abstract

Over the past fifteen years, the Internet has emerged as a central communication tool transforming entertainment, news and interpersonal communication. For example, the video sharing site YouTube has become a hugely popular and economically successful entertainment media, illustrated by its viewership of 66 million unique visitors per month. The medium has also proved to be a major business, with Google paying $1.65 billion for YouTube in 2006. In addition, numerous news organizations, including CNN, now offer free video downloads of news broadcasts on their Internet sites, and the New York Times is one of many newspapers that offer free online versions of daily issues as well as free access to news archives. This transformation has progressed to the point that the Internet is becoming a major media for retrieving news and information. According to Nielsen Net Ratings, the Top 5 Internet sites receive over 500 million unique visitors per month. In contrast, the top 5 broadcast TV shows average about 400 million viewers a month. Furthermore, Jupiter Research reports that the average American now spends approximately 14 hours a week online, the same duration respondents said they spend watching television. Given its enormous growth, it is likely that the Internet is altering the efficacy of numerous public policies governing business development, communications and politics, policies that were not originally designed with Internet technology in mind. The Internet has grown exponentially as a media outlet for marketing communication, but the laws governing marketing advertising were designed for campaigns run primarily through television and radio advertising. In addition, industry norms governing traditional media are not yet present in Internet communication. There have been recent attempts to expand current regulations to cover Internet advertising. The 2008 campaign provides a test case of whether this regulatory expansion has been effective. This study assesses the content in marketing advertising to measure differences between content presented on the Internet and on TV. It also seeks to determine whether this difference was due to differences in regulation and norms between Internet and television media.

Using EBM to Prove That TV Ads Are losing The Power It Used to Have Because Of the Increasing Number of DVR and Internet Users

Introduction

The main purpose of this paper is to discuss the role of internet in the Internet advertising communication strategies. Internet is very effective in advertising these days. Now days with the passage of time, the role of the internet is increasing in each and every sector. Same is the case with the advertising area; the role of the internet is growing day by day in the advertising. The companies are using internet as the best advertising tool ...