This research analyzes media agency executives' perceptions and strategic decision-making processes when accessing the impact of digital video recorders (DVRs) on the traditional television commercial spot. Strategic decision-making models, as well as major industry research, forms the theoretical framework used to guide the study. The research takes a quantitative approach using a survey in order to obtain the perceptions and decision-making processes of the media agency executives'. The findings are presented while a discussion of the findings is detailed. The thesis concludes with a summary of the overall thesis research as applied to the field of study.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc3906 |
| Date | 08 1900 |
| Creators | Way, Heather C. |
| Contributors | Albarran, Alan B., Sauls, Samuel J., Poltrack, David F. |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Copyright, Way, Heather C., Copyright is held by the author, unless otherwise noted. All rights reserved. |
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