Purpose The authors conceptually aim to replicate and update an early stream of research to find the key dimensions used by today’s audiences. They also show that the dimensions are directly related with attitude toward the ad, product attitude change and product recommendation and test the...

The authors focus on the dominating position of the American television, showing the reasons for its development, the importance of the export strategy, and the directions it imposed on the audio-video world market. The analysis with the European field industry has proved that the continental...