Uncover the Hidden Power of Television Programming: ...And Get the Most from Your Advertising Budget - Rilegato

Clancy, Kevin J.; Lloyd, David W.

Rilegato

ISBN 10: 0761915818 ISBN 13: 9780761915812

Casa editrice: Sage Pubns, 1999

Riassunto

Demonstrating that television (and print) can be much more powerful advertising vehicles than has ever been supposed, the original research reported in this book finds that the more involved viewers are in a television programme, the greater the impact of the advertising carried by the programme. The book provides insight into how an advertiser can make the firm's advertising money work harder and smarter.

Su questo libro

Contenuti:

The Declining Effectiveness of Television Advertising
Television Programming
Vampire or Standard Bearer?
A New Model of the Effects of Television Programming
How the Program Involvement Study was Conducted
Measuring Program Involvement on Several Dimensions
The Hidden Power of Television Programming Revealed
People, Products and Campaigns Most Sensitive to TV Programming Effects
New Insights into Advertising Test Methods
The New Standard for Media Buying
Cost per Thousands Involved
The Hidden Effects of Print Media Environment
Uncover the Hidden Power of Television Programming and Print Editorial

Su questa edizione

• Editore: Sage Pubns
• Data di pubblicazione: 1999
• ISBN 10: 0761915818
• ISBN 13: 9780761915812
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 236