publication . Article . Other literature type . 2008

The actor set-up of TV advertising. A new process for hybrid formats

Rimscha, M. Bjørn Von; Rademacher, Patrick;
Open Access English
  • Published: 01 Jan 2008
  • Publisher: Universita della Svizzera Italiana, Facolta di Scienze della Comunicazione
  • Country: Switzerland
The paper introduces a basic description of the advertising process in TV advertising and discusses how this process might be altered when 30 second spots are replaced by hybrid advertising formats such as sponsoring and placements. For each actor in the process the potential benefit of hybrid advertising is identified and the respective interest in changing the process is deduced. A qualitative interview study with representatives from each actor in the process is used to illustrate that contrary to popular imputation the advertising principals are not the driving force behind the rise of hybrid advertising. Broadcasters and their media sales companies that rel...
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: Department of Communication and Media Research, 700 Arts, principal-agent, conflicting interests, product placement, advertising process, interviews, Switzerland
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