Question

Interactive television (ITV) allows viewers to see the ad in its entirety by pressing a remote button; to order products from home-shopping channels; or choose different camera angles, such as in sports events. Comments by James Pennefather, brand manager for Smirnoff, UK, based on comparison of traditional TV ads to ITV features included all of the following except:

A) "it allows viewers to interact with programming."
B) "it is a lot more unproven."
C) "it needs further testing."
D) "it is a calculated risk."
E) "it may or may not succeed."

Answer 1

Interactive television (ITV) offers unique engagement opportunities for viewers, yet remains unproven and requires further testing, posing a calculated risk for advertisers. However, traditional TV advertising still effectively targets broad audiences using data from networks.

Step-by-step explanation:

Interactive television (ITV) is revolutionizing the way viewers consume television content, offering opportunities for greater engagement and personalization. These advancements present advertisers with new challenges and opportunities when compared to traditional television advertising. ITV's features, such as interaction with programming, the ability to order products directly from home-shopping channels, and the option to select different camera angles during live events, represent innovative ways to engage consumers. However, this technology is still unproven and requires more testing to assess its efficacy and potential for success. Hence, investing in ITV ads can be considered a calculated risk with uncertain outcomes. Traditional television advertising remains a highly functional way to connect with a broad audience, as sponsors have access to sophisticated data gathered by networks, enabling them to target their advertising more precisely.