The Thinkbox engagement study [electronic resource] : it ain't what you view, it's the way that you view it - / David Brennan.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. TV advertising in the UK: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (33 min.) : color, sound)Subject(s): Television advertising -- Great BritainOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: In-depth ethnographic study analyzing viewer behavior during TV commercial breaks -- Understanding the roles of creative content, viewing context and audience attributes on advertising engagement -- Evaluating the main drivers of audience engagement -- Relating engagement to brand KPI's such as recall, awareness and intentions to purchase.
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Mode of access: World Wide Web.