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Discusses new methods used by advertisers to attract the attention of consumers. Impact of cable, DVDs, the internet, and commercial-zapping video recorders on the major television networks and their sponsors; Alternative ways to put goods and messages in front of consumers; Examples, such as minimovies in theaters, short films on company web sites, outdoor ads, sponsorship of events, and advertising centers in shopping malls.

The article discusses steps in making a television (TV) commercial. It says that customers should explain their objectives to an account manager. It also notes that a copywriter and an art director should take a marketing strategy and start to create words and a design for the advertisement. It adds that the commercial shoot and postproduction are supervised by the producer.

The article examines the profitability of the Internet advertising industry. This year the combined advertising revenues of Google and Yahoo! will rival the combined prime-time ad revenues of America's three big television networks, ABC, CBS and NBC, predicts "Advertising Age." It will, says the trade magazine, represent a "watershed moment" in the evolution of the internet as an advertising medium. This latest innovation comes from Google, which has begun testing a new auction-based service for the more sophisticated advertising of brands, rather than of just individual products. Both Google and Yahoo! make most of their money from advertising. Auctioning keyword search-terms, which deliver, along with their own search results, sponsored links to advertisers websites, has proved to be very lucrative. Instead of Google's software analysing third-party websites to determine from their content what relevant ads to place on them, advertisers will instead be able to select the specific sites where they want their ads to appear. This could fuel online ad growth even further. As overall advertising spending continues to recover from the slump that began in 2001 after the bursting of the technology bubble, the internet has become the fastest growing advertising medium. That should seriously worry TV broadcasters, who are already losing viewers and ad revenue to the internet.

The article presents news briefs related to advertising. Sporting goods manufacturer Nike will be launching a television commercial from Wieden & Kennedy in January 1995 featuring a new cross-training shoe promoted by baseball player Ken Griffley Jr. The price of Bold power detergent will be lowered by Procter & Gamble Co. by 10% as part of its value pricing strategy. Advertising agency Lowe Direct is expected to handle the $10 million direct marketing account of Mercedes-Benz of North America.

The article reports on a shift in marketing tactics by toilet paper manufacturers toward more direct and revealing imagery and language. The author states as a result of this shift sales by the Proctor & Gamble brand Charmin have risen almost 10 percent. The author also states that the advertising company Publicis Worldwide has produced television advertising for Charmin.

The article explains the reasoning behind National Broadcasting Company's (NBC) decision to return large amounts of cash to advertisers. The author explains that the returned money represents "make-good" advertising dollars sold for the season. The advertising time left open by the returned money allows for sale of "scatter" advertising, which is valued higher as it is targeted to the time frame in which it will appear. Broadcast television's strength in the advertising industry is noted.

The author focuses on Starbuck's decision to launch their first national television campaign in 2007. While the brand boasted it would never advertise its product, Starbucks now claims the campaign is necessary for long-term growth. Attention is given to why the author believes Starbucks decided to engage in television marketing and go mainstream commercial. The author attributes the decision to a decrease in store visits as a result of increased competition, and an increase in product prices.

The article reports that messages conveyed by television advertisements in the U.S. are being re-evaluated in relation to the Iraq War in 2003. Key issues discussed include initiatives to ensure that advertising messages are not tasteless nor inappropriate to viewers and the monitoring of the war's effects on consumer behavior to determine advertising strategies.

The article reports on Hallmark Cards Inc.'s unveiling of its holiday marketing strategy. The company is priming Thanksgiving weekend sales with a special offer targeted to frequent customers holding its Gold Crown Card. The television commercial that will be launched by Hallmark for the holiday season is built around the 101 Dalmatians Keepsake ornament.

This article reports on shifting demand for television advertising as the 2009 global financial crisis improves. The article discusses the use of as-needed scatter advertising and the lack of upfront marketing. Information is also provided on the stability of television networks, as well as on Super Bowl advertising, media buyers, and advertisement positions.

The article presents the author's opinion on the use of web sites as marketing tools. The author feels that web sites are still less valuable than television, radio, or print advertisements. Web sites are thought to be best utilized as social tools which allow consumers to share their comments and interact with each other.

This article reports on the new national TV campaign of Pepperidge Farm's Goldfish cracker as of January 2006. A dozen 60- and 30-second executions, via Young & Rubicam, are based on four scenarios that explore the friendship and adventures of Goldfish mascot Finn and his pals. They each have their own personalities and represent four Goldfish flavors.

Reports on the outcome of the media and product-integration deal of Toyota Motor Sales USA with TV reality show "The Contender" as of May 2005. Cost of the deal; Comment of Mark Simmons, national manager of advertising strategy and media at the Toyota division of Toyota Motor Sales USA; Marketers that sponsored the show.

This article reports on the advertising strategy of Intel Corp. for its notebook wireless package Centrino as of September 2004. Intel brings back the Blue Man Group in a new round of advertising that promotes specific benefits of the ingredient brand. The broadcast, print online and outdoor campaign with Euro RSCG MVBMS, New York, includes prime time network and cable TV spots featuring the face-painted group. Intel previously used the group in 2000-2002 to promote its Pentium III and Pentium IV chips, and felt the time was right to bring them back. Through each of three TV spots, the group demonstrates key technology benefits such as longer battery life, better performance, and lighter and smaller notebook designs via some adept stunt work. Intel has also placed Centrino-enabled laptops on three prime time reality TV shows.

Focuses on the advertising campaign efforts of Qwest Communications to regain consumer confidence. Concept of the television, print and radio advertisement made by the agency Foote, Cone & Belding; Concept of the television advertisement; Need for the company to stay competitive.

Presents the author's opinions on the problems that are faced by advertising agencies. Views on television advertising; Discussion on advertising spending; Views on advertising as an effective marketing tool.

The article presents news brief on advertising and mass media. These include: the strategy of art magazine "Smock" in using works of art to sell brand products; the comments of artist Anh Duong, who created a so-called brand expression for Diane von Furstenberg's fashion line; and complaints regarding Cliff Freeman and Partner's television spot for Midas muffler which features an old lady who shows her breasts to a Midas man.

The article discusses the marketing strategy of Mcdonald's Corp. the formula is more than a clever product idea such as Happy Meals or emotion-packed TV commercials. What sets it apart from other consumer product marketers are its outlets at seemingly every American crossroads, and in more than 100 foreign countries. McDonald's begins 2000 with an entirely new cooking system that is aimed at beefing up food quality. The once-insular chain also has three brands to grow: Donatos, a pizza chain; Chipotle Mexican Grill, an upscale Mexican concept; and Boston Market, a chicken chain. McDonald's announced plans to acquire the chicken out of bankruptcy earlier this month.

This article focuses on the marketing strategy of electronic business services company MicroStrategy in 1999. The company has launched a 30-second Super Bowl Sunday slots in 1999. Microstrategy spent 2.5 million on the slots, four will be during the pre-game show and one in the fourth quarter of the game. The television advertising campaign, combined with a print effort that broke in December magazines such as Business Week and Fortune, mark the company's first major advertising effort. For 10 years, MicroStrategy has provided electronic business intelligence services such as data analysis and one-to-one marketing to companies ranging from Ameritrade to Xerox Corp. While most of MicroStrategy's services can not be used directly by consumers, the advertisements depict activities the average consumer understands and might be interested in.

This article reports on the result of a study conducted by Research Systems Corp. regarding the effectiveness of celebrity endorsers. Humor or celebrity presenters have little positive impact on the persuasiveness of TV commercials. It was found that from more than 5,000 commercials, celebrities did not enhance or detract from the success of a commercial. It is being argued that marketers spends a lot of money on celebrities to get attention and recall, but it is not necessarily making them more effective in selling their products.

The article reflects on various developments relating to advertising as of May 1992. Industry experts believe that the multi-million endorsement deals made by advertisers with celebrities are siphoning off funds from potential expenditures in other media. A Spanish court ruled that the television advertising for toy maker Feber SA Inc. was sexist and violated the constitution.

The article reports on the changes made by Pep Boys Manny, Moe & Jack in their advertising and pricing strategies, in June 1991. It was learned that the chain adopted an everyday low pricing policy that it will promote with a new emphasis on television advertising. The Pep Boys has advertised primarily in print but intends to shift the bulk of its budget into TV. According to Fred Stampone, senior vice president, they are virtually eliminating their dependency on print. Accordingly, the Pep Boys wants to remind consumers that its larger stores and service centers, and an increased inventory that includes tires, differentiate it from competitors like Trak Auto Corp. and Northern Automotive Corporation's Kragen stores.

The article reports on the marketing strategy of Marshalls, the off-price retailer, which uses Marsha, an animated character whose voice is that of comedian Tracey Ullman. The retailer is launching an image campaign, which is in contrast to previous promotional offerings which have reduced its profit. Marshalls plans to restrict promotional sales to the clearance of inventory.