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

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1999 Hard cover New. No dust jacket as issued. Sewn binding. Cloth over boards. 244 p. Audience: General/trade.

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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.

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Editorial Reviews

Two marketing consultants report original research showing that the more involved viewers are in a television program, the greater the impact of the advertising carried by that program. The level of involvement can be measured, they say, and is a much better way to decide where to put advertising dollars than the standard criteria of audience size and composition. They expect both buyers and sellers of advertising to be interested in their work. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780761915812
  • Publisher: SAGE Publications
  • Publication date: 9/1/1999
  • Pages: 244
  • Product dimensions: 6.25 (w) x 9.32 (h) x 0.81 (d)

Table of Contents

Preface vii
1. The Declining Effectiveness of Television Advertising 1
2. Television Programming: Vampire or Standard Bearer? 15
3. A New Model of the Effects of Television Programming 39
4. How the Program Involvement Study Was Conducted 71
5. Measuring Program Involvement on Several Dimensions 93
6. The Hidden Power of Television Programming Revealed 103
7. People, Products, and Campaigns Most Sensitive to Programming Effects 129
8. New Insights Into Advertising Test Methods 149
9. The New Standard for Media Buying: Cost Per Thousands Involved 161
10. The Hidden Effects of Print Media Environment 175
11. Uncover the Hidden Power of Television Programming and Print Editorial 189
Appendix 209
References 219
Index 227
About the Authors 235
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