Blurred vision

Article Abstract:

Marketing departments should address the potential impact of digital television. Digital television will change the way in which audiences consume media. It will not only offer better sound and picture quality, but also allow interactive viewing. Interactive viewing of advertisements means that viewers will be able to choose to access more information about an advertised product or to make purchases. This development, together with the explosive increase in television channels and the fragmentation of audiences, will fundamentally affect advertising strategies.

Radio & TV communications equipment, Radio and Television Broadcasting and Wireless Communications Equipment Manufacturing, Digital Video Processors, Forecasts and trends, Broadcasting equipment, Digital television equipment, Digital television

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The changing face of radio

Article Abstract:

Commercial radio has become firmly established in the UK, and is now the country's most rapidly expanding advertising medium. However, commercial radio stations face considerable challenges as digital broadcasting emerges and changes the shape of the media industry. All UK commercial radio companies are giving expansion a high priority, but some feel that current legislation, under which the Radio Authority limits the number of radio stations each operator can control, is hampering their expansion.

Radio Broadcasting, Radio broadcasting stations, United Kingdom, Radio broadcasting industry, Cover Story, Radio stations

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Cause and effect

Article Abstract:

Cause-related marketing (CRM), which involves a company linking with a charity or local community service, can have a positive impact on consumer perceptions of that company. However, CRM can only really be effective if there is a clear connection between the company and the cause and if mutual goals are clearly defined. CRM initiatives undertaken without careful strategic planning can be counter-productive, as consumers see them as short-term and motivated only by the desire to make a profit.

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