Lifting the Productivity of TV Advertising

The author offers opinions on television advertising. It is argued that television advertising too often limits its effectiveness and rate of return by ignoring the function of branding, as advertising agencies falsely associate branding with a lack of creativity in advertising. It is stated that television viewers are not concerned with the creativity of advertising due to their lack of attention to television advertising in general. Advertising agencies are advised to make brand identification their highest priority when creating television advertising.

Publication: 
Journal of Advertising Research
Author: 
ROMANIUK, JENNI
Document Type: 
Research
Paywall: 
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