The strategic role for TV advertising within integrated communications [electronic resource] / Grant Millar.
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 (47 min.) : color, sound)Other title: Strategic role for television advertising within integrated communicationsSubject(s): Television advertising -- Great BritainOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: TV's role within the broader mix of media -- Integrated communications -- From interrupt model to engagement model -- Consent based communications -- What does integrated communications success look like? -- The challenge for TV within integrated planning -- Benefits of an integrated approach -- The relationship between old and new media -- Strategic role for TV -- The immediate future.
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Mode of access: World Wide Web.