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

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

by Kevin J. Clancy, David Lloyd, David W. Lloyd
     
 

ISBN-10: 0761915818

ISBN-13: 9780761915812

Pub. Date: 09/01/1999

Publisher: SAGE Publications

The original research reported in this book finds that the more involved viewers are in a television program, the greater the impact of the advertising carried by the program. Since advertisers buy programs based on audience size and composition (e.g., demographics), and since these factors have little to do with viewer involvement, advertisers are missing a

Overview

The original research reported in this book finds that the more involved viewers are in a television program, the greater the impact of the advertising carried by the program. Since advertisers buy programs based on audience size and composition (e.g., demographics), and since these factors have little to do with viewer involvement, advertisers are missing a significant opportunity to improve the effectiveness of their advertising.

As television audiences continue to fragment and commercial costs continue to rise, the book's message grows even more important to television advertisers. Uncover the Hidden Power of Television Programming provides insight into how an advertiser can make the firm's advertising dollars work harder and smarter.

Anyone who is concerned with television and print advertising effectiveness--media directors, media planners, account executives, brand managers, and market researchers--will benefit from this book.

Product Details

ISBN-13:
9780761915812
Publisher:
SAGE Publications
Publication date:
09/01/1999
Pages:
244
Product dimensions:
6.00(w) x 9.00(h) x (d)

Table of Contents

Prefacevii
1.The Declining Effectiveness of Television Advertising1
2.Television Programming: Vampire or Standard Bearer?15
3.A New Model of the Effects of Television Programming39
4.How the Program Involvement Study Was Conducted71
5.Measuring Program Involvement on Several Dimensions93
6.The Hidden Power of Television Programming Revealed103
7.People, Products, and Campaigns Most Sensitive to Programming Effects129
8.New Insights Into Advertising Test Methods149
9.The New Standard for Media Buying: Cost Per Thousands Involved161
10.The Hidden Effects of Print Media Environment175
11.Uncover the Hidden Power of Television Programming and Print Editorial189
Appendix209
References219
Index227
About the Authors235

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