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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.
Marketing Intelligence & Planning – Emerald Publishing
Published: Jul 1, 1991
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