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

by Kevin J. Clancy, David W. Lloyd

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.

244 pages, Hardcover

First published August 24, 1999