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Perceived Usefulness of Advertising Media

Perceived Usefulness of Advertising Media Advertising effectiveness depends on good media selection. Mediadecisions are typically based upon consummatory, or usage, measures.Though perceived usefulness instrumental media behaviour is generallynot a consideration, consumers perceptions of media types as usefulhave definite implications for advertising and promotional decisions.Moreover, perceived usefulness of a media type cannot simply be inferredfrom usage data. This study examines both the reported use of andperceived usefulness of media categories. Though newspapers werereported by respondents to be the most useful media type, therelationship between amount of use consummatory and perceivedusefulness instrumental was strongest for magazines and radio.Findings suggest that television advertising may have less impact, andradio advertising greater impact than often assumed. Findings alsosuggest a segment of instrumentally prone media users. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Perceived Usefulness of Advertising Media

Marketing Intelligence & Planning , Volume 9 (7): 6 – Jul 1, 1991

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References (12)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/EUM0000000001114
Publisher site
See Article on Publisher Site

Abstract

Advertising effectiveness depends on good media selection. Mediadecisions are typically based upon consummatory, or usage, measures.Though perceived usefulness instrumental media behaviour is generallynot a consideration, consumers perceptions of media types as usefulhave definite implications for advertising and promotional decisions.Moreover, perceived usefulness of a media type cannot simply be inferredfrom usage data. This study examines both the reported use of andperceived usefulness of media categories. Though newspapers werereported by respondents to be the most useful media type, therelationship between amount of use consummatory and perceivedusefulness instrumental was strongest for magazines and radio.Findings suggest that television advertising may have less impact, andradio advertising greater impact than often assumed. Findings alsosuggest a segment of instrumentally prone media users.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jul 1, 1991

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