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| Author: | Kaid, L. Chanslor, M. Hovind, M. |
| Title: | The Influence of Programme and Commercial Type on Political Advertising Effectiveness |
| Journal: | J. of Broadcasting and Electronic Media
1992 : Summer, VOL. 36, p.303-320 |
| Index terms: | |
| Freeterms: | Political commercials, Advertising effectiveness, Programme environment |
| Language: | eng |
| Abstract: | Some types of political commercials are generally more effective than others. So a study was made to determine to what extent the type of television programming surrounding a political commercial and the type of political commercial influence the effectiveness of commercials. It is suggested that some political commercials can be more effective if they are placed in specific types of television programming. |
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