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TitleUncover the hidden power of television programming... and get the most from your advertising budget
Author Kevin J. Clancy and David W. Lloyd
Imprint Thousand Oaks, California : Sage, 1999
Edition 1st ed
Descript viii, 236 p.; 23 cm


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 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

Television Advertising -- United States Television Broadcasting -- United States Television Viewers -- United States

Communication Arts Library791.453 C587U 1999CHECK SHELVES

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