Uncover the Hidden Power of Television Programming.And Get the Most from Your Advertising Budget

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Uncover the Hidden Power of Television Programming...and Get the Most from Your Advertising Budget. Kevin J. Clancy and David W. Lloyd. Thousand Oaks, CA: Sage Publications, Inc.,1999. 236 pp. $66 hbk. $29.95 pbk.

This book represents an attempt to market a doctoral dissertation by giving it a title and cover designed to attract marketing and advertising professionals and publishing it as a paperback book. Despite those efforts, however, it is still a dissertation, albeit an ambitious one. As a book for marketing strategists, it doesn't deliver quite what the title seems to promise-how to make advertising more effective. It offers tantalizing hints about how to use the authors' …