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Monitoring the effects of television advertising

Date of publication: June 15, 1976

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Authors: Sue Stoessl, Anne Wicks

Abstract:

This paper describes the advertising monitoring studies carried out to check the effects of the use of television by insurance companies in the U. K. The changes noted on certain well established advertising evaluation measures are particularly clear in this case because this was, effectively, the first use of the television medium by the category.

Sue Stoessl

Author

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Anne Wicks

Author

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Citation

Stoessl and Wicks (1976a, June 15). Monitoring the effects of television advertising. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-effects-of-pvrs-on-television-viewing