Researching audiences to target audiences... A different type of single source

Date of publication: June 15, 1992

Company: Nielsen

Abstract:

This paper addresses the subject of how to promote programmes more effectively. It is important to understand at the onset that this paper is not addressing the issue of repeat viewing to programmes or trying to understand or indeed quantify programme quality. Nor is the paper going to address the creative aspect of programme promotions. What the paper will address is how best to place a promotional campaign on television in order to efficiently expose the right audience (this may be in terms of size or profile) to maximise the viewing of the programme itself, and then evaluate how effective that promotional campaign has been.

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