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

by Kevin J. Clancy, David Lloyd

Overview

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.

Product Details

ISBN-13:	9780761915829
Publisher:	SAGE Publications
Publication date:	08/24/1999
Pages:	244
Product dimensions:	6.00(w) x 9.00(h) x (d)

Table of Contents

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

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)

Booknews