Browsing by Subject "Media choice"
Now showing 1 - 2 of 2
- Results Per Page
- Sort Options
Item The effects of voters' commitment on media choice & use frequency(2004-05-22) Zhou, Jianchuan; Poindexter, Paula MaurieUsing the data collected from a telephone survey before a 2002 gubernatorial election, this study analyzed the relationships among citizens’ commitment to vote, media use, and social characteristics. The result showed that news media fell short in its role of bringing up voter’s interest and commitment to participate in the election. Rather, vote commitment, which is a consequence of socioeconomic status, has a greater power to determine voters’ media use behavior. The result also showed that newspaper use is a stronger indicator of vote commitment than is television news useItem The medium may determine who listens to the message : a proposed criterion for comparison of media(2009-08) Logan, Kelty Irene; Daugherty, Terry, 1971-; Wilcox, Gary B.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.