Attitudes Towards Advertising and Media - US - April 2008
Attitudes Towards Advertising and Media - US - April 2008

The advertising industry is in the midst of unprecedented change, as DVRs, the Internet, and other devices change the way media are consumed. Traditional approaches are showing their shortcomings, while new avenues hold unfamiliar territory.

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Overview

Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Scope and Themes
Executive Summary
Insights and Opportunities
Fast Forward Trends

Market

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Market Size and Forecast
Segment Performance—Internet Advertising
Segment Performance—FSIs
Segment Performance—Local Magazines
Market Drivers

Consumer

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Race and Ethnicity
TV Commercial Clusters—Affluent Untouchables, Network Junkies, and Ethnic Enthusiasts
Custom Consumer Groups

Brand/Company

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Advertising and Promotion

Data

Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix: Other Useful Consumer Tables
Appendix: Trade Associations

Other

Usage of Entertainment Media
Attitudes towards Commercials
Usage of DVRs
Attitudes towards Movie Commercials and Movie Attendance
Attitudes towards the Effectiveness of Advertising and Children’s Products
Attitudes towards Online Advertising
Attitudes towards Embedded Advertising