Uncover the Hidden Power of Television Programming

"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.