On-air promotion effectiveness for programs of different genres, familiarity, and audience demographics.: An article from: Journal of Broadcasting & Electronic Media

This digital document is an article from Journal of Broadcasting & Electronic Media, published by Broadcast Education Association on December 1, 2003. The length of the article is 8908 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the author: This analysis of 4,469 promotions carried in on-air promos during primetime and weekend sports television programs established the impact on prime-time ratings of frequency of promotion, distance, construction, and length. The analysis also examines the impact of these promotion variables for programs of different genres, targeted to different genders and ages, and with different degrees of familiarity. Whether the promotion aired in weekend sports or inside prime-time made little difference to the overall results, but notable differences emerged for programs of different genres, familiarity, and audience demographics. The findings apply to industry practices and contribute to refining salience theory.

Citation Details
Title: On-air promotion effectiveness for programs of different genres, familiarity, and audience demographics.
Author: James R. Walker
Publication:Journal of Broadcasting & Electronic Media (Refereed)
Date: December 1, 2003
Publisher: Broadcast Education Association
Volume: 47 Issue: 4 Page: 618(20)

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