Uncover the hidden power of television programming : --and get the most from your advertising budget / Kevin J. Clancy, David W. Lloyd.
Material type: TextPublication details: Thousand Oaks, Calif. : Sage Publications, c1999.Description: viii, 236 p. : ill. ; 24 cmISBN:- 0761915826 (pbk. : acid-free paper)
- HF6146.T42 C49 1999
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
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.