TV is at the heart of effectiveness by Peter Field

In his whitepaper ‘TV is at the heart of effectiveness’, Peter Field argues that attention, emotional power and trust are key features in the effectiveness of TV advertising.

Download the slides from the paper and see why attention and mental availability brands receive in TV advertising; the emotional clout that TV advertising can generate; and the much-overlooked issue of trust; keep TV on top in terms of effectiveness.

About Peter Field

Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 25 years. Effectiveness case study analysis underpins much of his work, which includes a number of well-known texts in partnership with les Binet such as The Long & The Short of it, Effectiveness in Context, and The 5 Principles of Growth in B2B Marketing. Peter has a global reputation as an effectiveness expert and communicator and speaks and consults on this topic regularly around the world.