...Steven Bellman; Jamie Murphy; Shruthi Vale Arismendez; Duane Varan Purpose This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising. Design/methodology/approach An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands...

...Jenni Romaniuk; Nicole Hartnett Purpose This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning. Design/methodology/approach The study’s longitudinal research design tracks individuals before and after...

...Bryony Jardine; Jenni Romaniuk; John G. Dawes; Virginia Beal Purpose This paper aims to investigate factors associated with higher or lower television audience retention from one programme aired sequentially after another, referred to as lead-in audience retention. Lead-in is a primary determinant...

...Alain d’Astous; Nathalie Séguin Reports the results of an experimental study that examines the impact of different strategies of product placement on consumer reactions in the context of television sponsorship. Four factors were manipulated: type of placement, sponsor’s image, type of television...

...Steve M. Barkin Discusses the US 1952 presidential campaign, which was the first using television advertising and politics nationally. Observes the use of the differing advertising agencies used by the Democrats and Republicans for their campaigns, and gives a breakdown of the money spent...

... decision to rent, so rental companies must adopt new marketing tactics. Concludes that rental companies must reverse the trend for replacement decisions to favour purchase over renting or their future looks bleak. 60 Crisis Point in the TV Rental I n d u s t r y by Keith Fletcher and Alan Napier...

...D. Jobber Presents and analyses the results of an explorating study into consumer reactions to television advertising. Assesses consumer attitudes by the use of three criteria: consumer feelings towards exagerated and annoying advertising; the consumer's subjective assessment of creative...

...Frank Livesey Examines the concept of brand loyalty with relation to the television rental market. Investigates underlying determinants of consumer behaviour in order to ascertain the market better. Concludes that determinants of brand loyalty can be an important factor in relation to facing...

...F. Livesey Examines the application of marketing principles in the market of TV rental. Looks at empirical data taken from a sample of 200 customers, who were all asked their opinions on the advantages and disadvantages of renting a television set. Provides pointers for improvement...

...David Midgley Analyses, in depth, the problem of overlap between the areas of different television companies, the effect on this of the new UHF television network, and the implications from a marketing viewpoint. Based mainly on the results of research carried out by the author in the summer...