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Transference
(US) MTV has been looking at how effective brands are at communicating 'feeling' through their multi-platformed advertising apporaches.
Colleen Fahey Rush, executive vp, MTVN Research said:
In a multiplatform world, the brand is a signpost to guide consumers …consumers are more likely to transfer the positive feelings they have for these signposts to the client validates what we've been doing with our non-linear platforms.
What the…? So basically, if a product is placed next to another then the values of said product is 'tranfered' from one to the other. I thought that was a given—both in terms of positive transference and negative?
Filed by DK on April 4 2006
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