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How TV campaigns work

Date of publication: November 11, 1996

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Christoph Wild

Abstract:

This paper presents the results of the last in a series of surveys entitled Qualitaten der Fernsehwerbung, which describes in general terms the effective mechanisms of TV advertising in relation to actual exposure and uses this to derive media planning recommendations.

Christoph Wild

Author

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TV needs radio

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Citation

Wild, C. (1996a, November 11). How TV campaigns work. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/planning-effective-press-campaigns