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

by Kevin J. Clancy and David W. Lloyd

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"