Does it pay to be real? : Understanding authenticity in TV advertising.

Maren Becker, PhD, and Nico Wiegand, PhD, University of Cologne, discuss their research on the role of authenticity and its effectiveness in television advertising.

Bibliographic Details

Other Authors:	Becker, Maren (Speaker), Wiegand, Nico (Speaker)
Format:	Video
Language:	English
Language Notes:	Closed-captions in English.
Published:	[United States?] : American Marketing Association, 2019.
Subjects:	Television advertising > Research. Authenticity (Philosophy) in mass media. Publicité télévisée > Recherche. Authenticité (Philosophie) dans les médias.
Online Access:	Connect to this streaming video