For those of you interested in some academic studies on online communication, I’ve found a very interesting paper, by Wendy Macias on the Journal of Interactive Advertising. The paper’s title is: “A Preliminary Structural Equation Model of Comprehension and Persuasion of Interactive Advertising Brand Web Sites” and has the main goal of building a preliminary structural equation model to better understand the relationships between interactivity, comprehension, and persuasion.
Through Brand Republic I’ve found a new online game that wants to become a viral game… Operation Slaps. The idea is nice, but if you want to have fun you need to play against a friend, otherwise, if you play against the computer, the game becomes soon boring. The game has been created by NowWashYourHands, a UK company that has plenty of nice ideas.
BBC Radio Five Live has just relaunched its Web site to target new listeners and increase brand loyalty. The news is reported by Revolution Magazine which says that the new Web site should be easier to navigate and stimulate a greater interactive participation from listeners. To see how it looks like, here is the URL: www.bbc.co.uk/fivelive.
As reported on Yahoo! News, McDonald’s Appeals to Mothers With Web Promotion. It’s basically an e-mail marketing campaign run through a newsletter that aims to draw more mothers into the restaurants with coupons, parenting advice, and health and nutritional information. Well, personally I would rather focus on targeting teens directly. As a mother I would never suggest my children to eat at McD, they will just go there with friends because a “cool” teen experience. Anyway, a suggestion… eat pasta, it’s much healthier!
eWeek presents an interview with Yusuf Mehdi, corporate vice president for the MSN personal services and business division who says that MSN will focus its efforts in delivery direct-marketing solutions and a new advertising platform. According to Mehdi, “The online advertising market is now “clicking” and growing strongly”, while spam, intrusive advertising and pop-up ads were the major sources of user dissatisfaction with the Internet in 2003.”
Wendy M. Grossman, the author of Net.wars and online columist, has an interesting article today entitled: Viral marketing is dead: tell all your friends. She starts talking about a recent meeting run by IAB Uk, than she presents her opinions on online advertising and viral marketing. Even though I don’t agree with everything she says, I believe it’s nice to hear different points of view.
New findings about media consumption by teens and young adults are reported today by MediaPost. According to a research by Yahoo! and Carat North America, teens and young adults consume many different types of media, but the Internet surpasses them all in the amount of time spent, which in an average week is as follows: (1) 16.7 hours online (excluding email), (2) 13.6 hours watching TV, (3) 12 hours listening to the radio, (4) 7.7 hours talking on the phone, (5) Six hours reading books and magazines (personal, not scholastic). In the article you can also find further interesting figures presented by Yahoo! at the “Born to be Wired” conference for marketers.
Tessa Wegert talks about advergaming in her latest column on ClickZ. It’s a nice article that summarizes a lot of the key issues about advergames. A special focus is on interactive scratch cards, and you might remember me talking about KLM online game a couple of months ago.
Interactivity will not kill tv advertising, on the contrary, it will help it. Basically this is the message by John Battelle in his recent article on Business 2.0 concerning Honda television commercial “Cog” which created an online viral buzz.
As Revolution Magazine reports today, Virgin Atlantic is starting a new campaign to target premium travellers, in its competition game with British Airways. It will invest about �50m to relaunch it Upper Class Suite. The campaign will be run through direct mailing as well as through email marketing, brochures and a microsite. The creative agency for this campaign is (of course Smart, which I suppose is an Australian agency…
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