The Enduring Influence of TV Advertising And Communications Clout Patterns In the Global Marketplace
Oscar JamhouriIntegration Marketing and Communications
Marek L. WiniarzMethod Marketing Communications
INTRODUCTION
A fundamental measure of marketing effectiveness is the influencing power of communications contacts. In recent history, television has been one of the most powerful contacts with consumers. The advent of digital and web-based channels created speculation about weakening TV and suggests that its clout has waned. To the contrary, our data show that TV continues its global hold as a dominant contact.
Our data capture consumers' perceptions of the influence of advertising on...