Program types. Its influence on the effectiveness of TV advertising
Uwe Munzinger Icon Forschung Consulting, Germany
BACKGROUND
The conditions for advertising in mass media have changed dramatically in the past years. In Germany the number of TV-commercials has increased from 838 per day in 1990 to 3760 per day in 1995. With the increase of advertising clutters, the focus in media planning is shifting from quantitative only to qualitative as well. Not only programs with high market shares are of interest, but also programs which put viewers into a positive mood to reinforce desired effects. For example, attractive cinema...