Uncover the hidden power of television programming-- and get the most from your advertising budget /

Uncover the hidden power of television programming-- and get the most from your advertising budget /

Saved in:

Bibliographic Details
Author / Creator:	Clancy, Kevin J., 1942-
Imprint:	Thousand Oaks, Calif. : Sage Publications, c1999.
Description:	viii, 236 p. : ill. ; 23 cm.
Language:	English
Subject:	Television advertising -- United States. Television broadcasting -- United States. Television viewers -- United States. Television advertising. Television broadcasting. Television viewers. United States.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/3983759

Hidden Bibliographic Details
Other authors / contributors:	Lloyd, David W., 1949-
ISBN:	0761915818 (acid-free paper) 0761915826 (pb. : acid-free paper)
Notes:	Includes bibliographical references (p. 219-226) and index.

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