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

by Kevin J. Clancy and David W. Lloyd

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A must read for any advertisers. A well-designed experiment that sheds light on the critical issue of the effect of audience program involvement on advertising effectiveness. --Jerry Wind, Director, The Wharton School "Uncover the Hidden Power of Television Programming does exactly that--demonstrates that consumer involvement in a program can mean the difference between a commercial′s success and it being unwept, unmourned, and unremembered...

Format:Paperback

Language:English

ISBN:0761915826

ISBN13:9780761915829

Release Date:August 1999

Publisher:Sage Publications, Inc

Length:244 Pages

Weight:0.75 lbs.

Dimensions:0.5" x 6.0" x 9.2"

Related Subjects

Accounting Accounting & Finance Advertising Business Business & Finance Business & Investing Direction & Production Language Arts Marketing Marketing & Sales

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

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