Introduction
Advertainment is a term often used to describe the fusion of advertising with entertainment or art. ... Although advertainment is not a new concept, its value is becoming more apparent as advertising becomes more demand driven by consumers. In fact, advertainment may be the answer to new technology that’s placing choice of ad viewership in the hands of consumers. ...
Advertainment and TiVo
Product placement became popular in the 1980s as a way to make sets look more realistic (Tallim, 2002). The use of advertainment has increased over the years with the advent of remote controls and VCRs, which enable consumers to skip commercials. ... This number may seem unsubstantial, but as pricing comes down and marketing efforts are increased, TiVo may gain in popularity. ...
Ultimately, creative advertisers may see DVR technology as an opportunity to take advertainment to a new level. ...
Advertainment on the Big Screen
In today’s society, markets are being saturated by traditional mass media. ... This form of advertainment eliminates zapping or channel changing as major concern to marketers. ... “Product placement is definitely increasing, but it is a reflection of all the brands in our environment,” said Mike Fischer, vice-president of entertainment marketing for Sega of America (Emery, 2002). One problem with this type of adverainment is that “if you ask for money, every company has to give its approval (for the game), which can complicate its launch date, especially if one company complains that its logo is smaller than someone else’s,” said Randy Gordon, vice-president for marketing services at UbiSoft Entertainment (Emery, 2002). ... The newest concept involving advertainment is short films. ... Consequently, advertisers are employing various forms of advertainment to get their message across. ... ” Film shorts, the most recent trend in advertainment, is actually driving demand for advertisements from the consumer side. Ultimately, advertainment may well be the answer to the disappearing television commercial.
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