What is the impact of the television programme environment on receptivity to my advertising?

This paper looks at the question of whether advertising during a television programme that commands a high level of viewer attention is more effective than when the same ad is screened during a programme where viewers feel less involved.

What is the impact of the television programme environment on receptivity to my advertising?

Andrew GreenZenithOptimedia

Recall of television advertising has been declining over the past few decades. Reasons for this include the substantial rise in the...