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
     
 

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… See more details below

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.

Editorial Reviews

Booknews
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)

Product Details

ISBN-13:
9780761915829
Publisher:
SAGE Publications
Publication date:
08/28/1999
Pages:
244
Product dimensions:
6.04(w) x 9.16(h) x 0.52(d)

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