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The medium may determine who listens to the message : a proposed criterion for comparison of media

This research suggests that, because media choice is integral to the effectiveness of an advertising message, there is a need to compare the effects related to media choice. This paper establishes the need for a new way to evaluate comparative media effectiveness. Specifically, it provides a perspective regarding how media effectiveness is currently evaluated and indicates why the transformation of mass media requires a new model. A new conceptual model, The Advertising Receptivity Model, is proposed for this purpose. The results establish a relationship between the context of the media usage, the perception of advertising value, and receptivity to the advertising message. / text

Identiferoai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/10681
Date24 March 2011
CreatorsLogan, Kelty Irene
Source SetsUniversity of Texas
LanguageEnglish
Detected LanguageEnglish
Formatelectronic
RightsCopyright is held by the author. Presentation of this material on the Libraries' web site by University Libraries, The University of Texas at Austin was made possible under a limited license grant from the author who has retained all copyrights in the works.

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