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Uncover the hidden power of television programming : --and get the most from your advertising budget / Kevin J. Clancy, David W. Lloyd.

By: Contributor(s): Material type: TextTextPublication details: Thousand Oaks, Calif. : Sage Publications, c1999.Description: viii, 236 p. : ill. ; 24 cmISBN:
  • 0761915826 (pbk. : acid-free paper)
Subject(s): LOC classification:
  • HF6146.T42 C49 1999
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 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Books (30-Day Checkout) Books (30-Day Checkout) Nash Library General Stacks HF6146.T42C49 1999 1 Available 33710000870878

Includes bibliographical references (p. 219-226) and index.

WAR, NEWBERY,

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.