Warc Briefing: Television
Definition:Television effectiveness in the context of advertising can be defined as the relative success of television commercials – a span of television programming produced and paid for by an organisation that conveys a message – in terms of engaging with consumers and achieving for example, increased brand or product awareness, sales growth and/or market share.
Quick facts
- Research suggests that it is emotional engagement that is key to the effectiveness of TV advertising
- In spite of technological developments allowing for more channels, television remains a mass medium that can be used most effectively as part of...