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The Development of American Television as an Advertiser‐supported Medium — as seen by the Contemporary American Press

Dave Berkman (Professor of Mass Communication, at the University of Wisconsin‐Milwaukee)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 1987

247

Abstract

Television became a possible medium for advertising in the late 1930s but its emergence as a major medium dates from 1947. Arguments about the likely effectiveness of television as a source of entertainment attracting large numbers of viewers were coloured by fears of responses to ill‐devised uses by advertisers of the presentation of products or services. The profitability of television selling was forshadowed in 1947.

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Citation

Berkman, D. (1987), "The Development of American Television as an Advertiser‐supported Medium — as seen by the Contemporary American Press", European Journal of Marketing, Vol. 21 No. 8, pp. 14-26. https://doi.org/10.1108/EUM0000000004708

Publisher

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MCB UP Ltd

Copyright © 1987, MCB UP Limited

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