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To claim that marketing is concerned with exchange is a currently accepted definition which allows wide interpretation and can be applied to almost all disciplines. A satisfactory definition should develop both inclusionary and exclusionary criteria. Marketing has an underlying purpose connected with the exchange of goods and services, and ideas can be studied only if they serve that purpose. It should be placed firmly in the economic sphere, employing strategies intentionally rendered and goal‐directed. This definition allows wide consideration of diverse subject areas, but keeps the process within specific parameters, bringing about its more satisfactory development as a scientific discipline.

Considers the long‐standing debate over media effects on advertising performance, in particular the effects of television advertising material. Argues that the attentiveness towards involving programme material, rather than immediately dissipating with the onset of commercial breaks, remains activated to some extent, producing a positive effect on commercial performance. Provides a summary of the evidence and reports on research findings.