RT Journal Article
SR Electronic
T1 The Enduring Influence of TV Advertising And Communications Clout Patterns In the Global Marketplace
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 227
OP 235
DO 10.2501/S0021849909090333
VO 49
IS 2
A1 Oscar Jamhouri
A1 Marek L. Winiarz
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/227.abstract
AB Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and additional media clutter. These caused speculation that the influence of TV is waning. Based on the last four years' data across the globe, the empirical evidence refutes that conclusion. The data show that TV retains its clout among target audiences. Increased digital media influence has not caused a decrease of TV influence. However, influence of any communication contact varies by market. In closing we show contact influence in an electronics category in 12 global markets.