We've known for years that on-air promotion is the most effective and efficient marketing tool television networks have. Promos allow viewers to "try on" or sample the product. They sell to a predisposed audience in a familiar environment. They are the shortest distance in time and space between an audience and a show. And they have a cumulative effect, as they build brand impressions day-in and day-out. But there's one drawback. Promos are usually preaching to the choir.
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