Comments on the Lynch-Stipp Paper - Higher-rated TV programs may be more valuable to advertisers because their viewers are better able to recall commercials. But there are issues: Ability to recall a commercial can be a viewer as well as a program effect, and program-linked commercial recall is suspect, especially when collected by telephone. Ultimately sales data may make the strong-enough case ...
Year of publication: |
1999
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Authors: | Ephron, Erwin |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 39.1999, 3, p. 17-20
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