The strategic role for TV advertising within integrated communications [electronic resource] /
Strategic role for television advertising within integrated communications
Grant Millar.
- London : Henry Stewart Talks, 2009.
- 1 online resource (1 streaming video file (47 min.) : color, sound).
- TV advertising in the UK : the art of engaging viewers and creating successful advertising .
- Henry Stewart talks. Marketing & management collection. TV advertising in the UK .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: TV ́ s role within the broader mix of media -- Integrated communications -- From interrupt model to engagement model -- Consent based communications -- What does integrated communications success look like? -- The challenge for TV within integrated planning -- Benefits of an integrated approach -- The relationship between old and new media -- Strategic role for TV -- The immediate future.
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