Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising, but advertisers need to manage the quality of their messages and the media weight of their advertising more carefully than …
Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising. So asserts Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review, an article written by MASB members David W. …
The Journal of Advertising Research just published as a “digital first” a terrific paper titled, Effectiveness and efficiency of TV’s brand building power: A historical review – why the Persuasion Rating Point (PRP) is a more accurate metric than the …
Is television as effective as it was in the 1980s? Has its role diminished to the point of non-viability? How does it compare to other media platform options available today? These questions are answered in the MASB white paper Television’s Brand Building …
Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB Executive Director Frank Findley answered this question with the presentation, “Television’s Brand Building Power – From GRPs to PRPs,” at …
