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dc.contributor.advisorDaugherty, Terry, 1971-en
dc.contributor.advisorWilcox, Gary B.en
dc.creatorLogan, Kelty Ireneen
dc.date.accessioned2011-03-24T17:25:17Zen
dc.date.available2011-03-24T17:25:17Zen
dc.date.issued2009-08en
dc.identifier.urihttp://hdl.handle.net/2152/10681en
dc.descriptiontexten
dc.description.abstractThis 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.en
dc.format.mediumelectronicen
dc.language.isoengen
dc.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.en
dc.subjectMedia choiceen
dc.subjectMedia effectivenessen
dc.subjectAdvertising valueen
dc.titleThe medium may determine who listens to the message : a proposed criterion for comparison of mediaen
dc.description.departmentAdvertisingen
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorThe University of Texas at Austinen
thesis.degree.levelDoctoralen
thesis.degree.nameDoctor of Philosophyen


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