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oa Journal of Marketing - Extracting value from television : TV

 

Abstract

The television phenomenon was embraced by the American public in the 1950s and ushered in a new era in advertising. Advertisers quickly recognised the exposure and popularity of this mass medium and were keen to sponsor or feature alongside favourite TV shows. And TV bosses realised early on that TV programming in its reach and appeal to audiences would not only help sell advertisers' products but ensure the TV network's profitability too.

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/content/mfsa1/2008/10/EJC75310
2008-10-01
2016-12-02
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