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

Clancy, Dr. Kevin J.; Lloyd, Dr. David NULL

Brossura

ISBN 10: 0761915826 ISBN 13: 9780761915829

Casa editrice: SAGE Publications, Inc, 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

Dettagli dell'edizione

• Editore: SAGE Publications, Inc
• Data di pubblicazione: 1999
• Lingua: Inglese
• ISBN 10: 0761915826
• ISBN 13: 9780761915829
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 244
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile