The Enduring Influence of TV Advertising and Communications Clout Patterns in the Global Marketplace
Oscar Jamhouri and Marek L. Winiarz
Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and additional media clutter.
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...
