The medium may determine who listens to the message : a proposed criterion for comparison of media
| dc.contributor.advisor | Daugherty, Terry, 1971- | en |
| dc.contributor.advisor | Wilcox, Gary B. | en |
| dc.creator | Logan, Kelty Irene | en |
| dc.date.accessioned | 2011-03-24T17:25:17Z | en |
| dc.date.available | 2011-03-24T17:25:17Z | en |
| dc.date.issued | 2009-08 | en |
| dc.description | text | en |
| dc.description.abstract | 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. | en |
| dc.description.department | Advertising | en |
| dc.format.medium | electronic | en |
| dc.identifier.uri | http://hdl.handle.net/2152/10681 | en |
| dc.language.iso | eng | en |
| dc.rights | Copyright 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.subject | Media choice | en |
| dc.subject | Media effectiveness | en |
| dc.subject | Advertising value | en |
| dc.title | The medium may determine who listens to the message : a proposed criterion for comparison of media | en |
| thesis.degree.department | Advertising | en |
| thesis.degree.discipline | Advertising | en |
| thesis.degree.grantor | The University of Texas at Austin | en |
| thesis.degree.level | Doctoral | en |
| thesis.degree.name | Doctor of Philosophy | en |