ABSTRACT
The focus in the first two editions of this book was primarily on TV advertising. The way TV is watched has been changing since the last edition and not only because of the Internet but also because of the penetration of multiple screens into our everyday lives. It is perhaps the brand’s biggest ad of all and an important part of a brand’s image. It also provides a point of contact with potential and existing customers and increasingly it focuses on ways to engage them and use the site to build closer relationships with them. Today the web address of any company, product, brand or solution is easily found from a simple query typed into a search engine. Importantly, this ‘knock-on’ liking response to the ad becomes progressively more positive as people are exposed (without much awareness) to additional repetitions of it. For advertisers, click-through is understandably important but let’s put it and its implications into perspective.
