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Program types

Date of publication: November 11, 1996

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Author: Uwe Munzinger

Abstract:

This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements. The results of the study clearly demonstrate, that different program types generate different advertising effects, varying according to types of effects, type of advertising and product category.

Uwe Munzinger

Author

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Citation

Munzinger, U. (1996a, November 11). Program types. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/program-types