http://www.computerandvideogames.com/article.php?id=176222

 here's little over four weeks until Christmas and if any of the three platform holders has realised there's money to be made, it's Sony.

Guardian Unlimited has revealed details of the Japanese outfit's holiday campaign, which kicks off with a PlayStation 3 television ad that promotes the console as an entertainment center that plays and stores music, films and photos. No surprise there then.

Sony is also reported to be spending almost $2 million to promote three key titles, including sure-fire girlfriend and granny hit Singstar, which is in the shops on December 7.

The theatrical ad, called "The Entertainers" will feature a magician, his assistant and a plucky acrobat all trying to promote the different features of the PS3. ""The new campaign is designed to showcase the wealth of entertainment available on PlayStation 3," explains SCE UK marketing man Alan Duncan.

lmfao script screwed up thread

" here's little over four weeks until Christmas and if any of the three platform holders has realised there's money to be made, it's Sony.

Guardian Unlimited has revealed details of the Japanese outfit's holiday campaign, which kicks off with a PlayStation 3 television ad that promotes the console as an entertainment center that plays and stores music, films and photos. No surprise there then.

Sony is also reported to be spending almost $2 million to promote three key titles, including sure-fire girlfriend and granny hit Singstar, which is in the shops on December 7.

The theatrical ad, called "The Entertainers" will feature a magician, his assistant and a plucky acrobat all trying to promote the different features of the PS3. ""The new campaign is designed to showcase the wealth of entertainment available on PlayStation 3," explains SCE UK marketing man Alan Duncan."

Since your post doesnt have an quote button.

Singstar isnt a granny and girlfriend only game. Europe loves karaoke so everyone there loves Singstar. Singstar is a million seller in Europe and always have been. Men and women alike will buy it.

Singstar is huge everywhere isnt it? its big in Europe, Australia and NZ. Is it not a big seller in America?

 its getting big, its selling better then it used to but the PS2 bundle is helping a ton. 

When will Sony learn that it's better to focus on one feature per add and focus many adds where the people who are most interested in that feature will see it.

That way the people who are interested in two or three features are likely to see those two or three features.

If you throw out all the features in one add... most people end up thinking "So i'd be paying for these features i'm not even going to use?"

 well some might think that its a better deal to have a bunch of features even if they wont use them. 

You'd think... but they suggest quite the opposite in Consumer Psychology. 

It's all about perceived value.  For example.  Say what you are most intersted in on the PS3 is that it plays videogames.

If you mostly see adds about it as a videogame system, and a few other adds about the other features.  This builds up the value mostly as a videogame system as it's what you are exposed to the most.

Therefore, the rest seem like extras.  If you mostly see adds about it as a Blue-ray player or it's other multimedia devices... most of it's "value" is going to appear in other things.

If you show commercials that show all aspects, it builds up all value equally.  Which means the features you have no interest in hold as much value as the aspects you do.

How the system is presented to the consumer is going to end up altering his perception of what he is paying for.  That's why some good research into what aspects are going to be the most people would pay combined with a media usage study followed by specifically tailored adds are the best way to market devices with many uses.

If you don't get it let me know and i'll try and think of a more detailed example.

go sony! good job

there's a strong difference in multimedia and mass media haha. I think you meant mass media campaigning or marketing/advertising to that group haha. Multimedia is definetly something else.