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9780761915829 Academic Inspection Copy

Uncover the Hidden Power of Television Programming

... and Get the Most from Your Advertising Budget
Description
Table of
Contents
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Combining research with substantive proposals for new standards, this book reveals that the greater the involvement level of viewers in a particular television programme, the greater the impact of the advertising carried by that programme.'
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
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