LOS ANGELES - In-game advertising is found to be more effective than TV marketing, delivering a 500% increase in consumer brand awareness, according to a new study.
Preliminary results from the Online Video Advertising Effectiveness study, conducted by NeoEdge Networks -- an in-game advertising network -- found that online gaming provides "substantially better performance and consumer perception than traditional TV advertising"
.
The study was conducted with market research firm Frank Magid Associates and advertiser Zappos.com.
In the study, gamers were intercepted with a survey request after game play, which showed one of ten different online ad scenarios, which varied the number, frequency and kind of ads seen.
According to Vicki Cohen, executive vice-president with Frank Magid Associates, the preliminary results show that gamers showed five times more unaided brand awareness where a game included Zappos.com pre, mid and post-roll advertising.
Cohen said: "Over 80% correctly linked Zappos.com as the advertiser who allowed them to play the game for free. And 56% had a more favourable impression of Zappos.com because of their in-game advertising trade-off for free game play."
NeoEdge Networks said the results indicate gamers see, hear and remember brands at a higher level during game play: "traditional TV advertising, due to the medium, just can't deliver these results."
Over 2,000 consumers have participated in the study so far and over one million ad impressions have been used. The study is expected to conclude March 31.
In related news, a study released by Nielsen PreView found that Americans now spend more time playing video games than they do watching the CW television network, which airs shows such as 'America's Next Top Model', 'Gossip Girl', '90210', 'Smallville' and 'Supernatural'.
Console game usage accounted for 64bn minutes in December in the US, according to the National People Meter survey.
Only four other outlets scored more minutes, though not named, are presumed to be major networks NBC, Fox, ABC and CBS.
The study concluded that networks should not feel threatened by the findings, as video game players are also avid consumers of television programming.
From :www.brandrepublic.com
创意来自灵感，灵感来自生活。创意人需要灵感，更需要生活。
Mike的工作里充满着生活的元素，他是一个热爱生活的人，他对生活里的每一个生命都充满着感情，因此，他对生活既随意也讲究，他懂得品味生活中的每一个细节，并将那些他热爱的东西，发挥得淋漓尽致。
而Mike 只要喜欢一样东西，就会全情投入，并追求它的最高境界
1989年The Ball Partnership 在全世界300多家国际广告公司中脱颖而出，被美国《广告时代－Advertising Age》杂誌评定为全球最具创意广告公司亚军。Mike此时也是广告界的传奇人物了
From : www.adkungfu.com
美國失業率持續創新高，要覓得工作談何容易，佛羅里達州一名充滿商業頭腦的14歲少年，卻另闢途徑，窺準YouTube網站無遠弗屆的影響力，自拍短片，希望為剛剛失業的父親謀取一工半職。短片上載到YouTube後，網民反應熱烈，吸引近6萬人點擊觀看，結果其父親收到多個面試邀請，要忙於見工。
這名「代父搵工」的孝順少年名叫賓.格萊特（Ben Gullet），他的父親馬克.格萊特（Mark Gullet）原本是國家曲棍球聯盟（NHL）坦帕灣閃電隊（Tampa Bay Lightning Team ）的市場推廣部副總裁，但於本月12日被裁，加入失業大軍行列。
事實上，馬克早已叫兒子要作好心理準備，因為全美有多達數以百萬計人失業。不過，賓卻毫不氣餒，決定自拍短片，名為「Mark By Ben」，一於代父親求職。
在短片中，賓手拿著多張自製大字卡，上面寫了自我介照的告白，敘述父親正在失業，又簡介父親的履歷。片段長約3分鐘，賓不發一言，只是一張接一張地展示大字卡內容，包括盛讚父親聰明、具創造力及勤奮等，並附上電郵地址。
這段別出心裁的代父求職短片於本月中旬上載不足24小時，便吸引逾800名網民觀看，到了周一，點擊人數更接近6萬人。
結果馬克收到不少面試邀請，令他本周要忙於見工。
(星島)3月24日 星期二 15:35
金融海嘯令百業艱難，但危中也有機，有公共交通營辦商就看準市場需求，研究開闢新的廣告源頭，推出「發光巴士」車身廣告和的士「影像廣告」，預料分別未來兩個月全面推出，逆市闖新天。
化學物發光如熒光棒
經營本港4間巴士公司車身廣告的Buspak，總經理黎開雲接受訪問時表示，金融海嘯令公司生意受影響，收入約下跌一兩成，但仍決定推出「發光巴士」計劃，令暗啞的傳統巴士車身廣告，變成發光廣告板，望能逆市創商機。
2月起已有6輛「發光巴士」在過海路線行駛。黎開雲表示，巴士車身發光廣告以冷光技術代替發光二極管（LED），以免光度太強影響其他駕駛者；冷光技術以化學品發光，光線會較柔和不刺眼，「感覺和熒光棒接近」。
現時測試中的廣告為一個樓盤廣告，樓盤字樣為白光，而標誌則是彩色，他表示，測試將為期3個月，預計到5月，其他發光巴士就能正式生產。
Buspak銷售總監馮偉基就指出，將來會考 慮以燈箱的形式，在部分巴士車身永久放置發光裝置，每次只更換表面字樣，以符合環保原則，及減低成本。
現時在巴士落廣告，價錢一般介乎數萬至百萬元（見另稿），發光巴士的成本則約比一般廣告再高兩成，故費用也較高。但馮稱他們的目標是高檔顧客，「如賣鑽石、珠寶的客，亦都會想產品廣告發光」，現時已有不少顧客對計劃感興趣。
運輸訂約束條文禁閃動
運輸署 發言人回應表示，計劃屬試驗性質，設有約束條文，如廣告的形狀、照明及顏色等，不可與交通標誌等混淆；不可閃動或令人目眩；不可設置電視顯示屏幕；及不可影響駕駛人士的注意力。當局希望，新措施可令巴士公司賺取非票務收入，減低票價壓力。
香港汽車工業學會會長李耀培指出，道路廣告不應分散駕駛者集中力，但現時本港的道路法例並無就車身廣告設立獨特規定，「變成是逐個個案審批」，他建議，面對日漸增加的道路廣告，當局可考慮清晰立法。
現時在外國，不少巴士都會在車身掛上屏幕播放廣告，黎開雲坦承，本港巴士有同類設施的可能性很小，「一來法例不容許；二來熒光幕太重、太厚，廣告費亦可能很高」。
(明報)3月23日 星期一 05:10
What do we mean by the word ‘brand’?
The words brand and branding are thrown around liberally by all sorts of people in different contexts and with different meanings in mind, so it may help to start by asking ‘what exactly is a brand?’
The simplest answer is that a brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control. For example, a poor press review for a new product might ‘harm’ the product manufacturer’s overall brand by placing negative associations in people’s minds.
To illustrate the idea, let’s take what is arguably the best-known product – or brand – in the world: Coca-Cola.
In a 2007 survey of the value of global brands by branding agency Interbrand, Coca-Cola’s brand equity was valued at US$65.3bn, just under half the company’s true market value.
So what are these all-powerful associations? For Coca-Cola, typical perceptions might be that it is the original coke drink (‘The Real Thing’), that its recipe is secret and unsurpassed, that it’s all-American or maybe global, that it’s youthful, energetic, refreshing and so on. Visual associations might include the unmistakable red and white logo and corporate colours, or the unique shape and tint of the original glass bottles.
from: www.designcouncil.org.uk
