The four principles of effective TV advertising

This article introduces the Ad Impact Model, which identifies all the important elements that influence impact and the interplay between them, serving as a roadmap for creating successful TV ad campaigns.

You are about to start a new TV campaign. And yes, you're hoping that your message will stick this time. You are aiming for a campaign that really sets your brand apart from the competition. You want the iconic value of your brand noticed by as many viewers...

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