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.
- ISBN10 145225186X
- ISBN13 9781452251868
- Publish Date 1 August 1999
- Publish Status Active
- Publish Country US
- Imprint SAGE Publications Inc
- Format eBook
- Pages 244
- Language English