The Advertising Magnifier Effect: An MTV Study

Todd Cunningham, Amy Shea Hall, and Charles Young

This article uses a case history from MTV to examine the role that engagement with programming plays in the performance of embedded advertising.

The Advertising Magnifier Effect: An MTV Study

Todd CunninghamMTVNAmy Shea HallAmeritestCharles YoungAmeritest

Engagement has recently become a major topic of discussion in the advertising industry. In July 2005 things got serious when the Advertising...

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