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- catalog abstract ""The original research reported in this book finds that the more involved viewers are in a television program, the greater the impact of the advertising carried by the program. Since advertisers buy programs based on audience size and composition (e.g., demographics), and since these factors have little to do with viewer involvement, advertisers are missing a significant opportunity to improve the effectiveness of their advertising."--BOOK JACKET. "Anyone who is concerned with television and print advertising effectiveness - media directors, media planners, account executives, brand managers, and market researchers - will benefit from this book."--BOOK JACKET.".
- catalog contributor b11522384.
- catalog contributor b11522385.
- catalog created "c1999.".
- catalog date "1999".
- catalog date "c1999.".
- catalog dateCopyrighted "c1999.".
- catalog description ""The original research reported in this book finds that the more involved viewers are in a television program, the greater the impact of the advertising carried by the program. Since advertisers buy programs based on audience size and composition (e.g., demographics), and since these factors have little to do with viewer involvement, advertisers are missing a significant opportunity to improve the effectiveness of their advertising."--BOOK JACKET. "Anyone who is concerned with television and print advertising effectiveness - media directors, media planners, account executives, brand managers, and market researchers - will benefit from this book."--BOOK JACKET.".
- catalog description "Includes bibliographical references (p. 219-226) and index.".
- catalog description "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.".
- catalog extent "viii, 236 p. :".
- catalog hasFormat "Uncover the hidden power of television programming.".
- catalog identifier "0761915818 (cloth : acid-free paper)".
- catalog identifier "0761915826 (pbk. : acid-free paper)".
- catalog isFormatOf "Uncover the hidden power of television programming.".
- catalog issued "1999".
- catalog issued "c1999.".
- catalog language "eng".
- catalog publisher "Thousand Oaks, Calif. : Sage Publications,".
- catalog relation "Uncover the hidden power of television programming.".
- catalog spatial "United States.".
- catalog subject "659.14/3 21".
- catalog subject "HF6146.T42 C49 1999".
- catalog subject "Television advertising United States.".
- catalog subject "Television broadcasting United States.".
- catalog subject "Television viewers United States.".
- catalog tableOfContents "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.".
- catalog title "Uncover the hidden power of television programming : --and get the most from your advertising budget / Kevin J. Clancy, David W. Lloyd.".
- catalog type "text".