TY - JOUR
AU - Stephanie O′Donohoe
AB - Outlines uses and gratifications theory and its limited advertising applications to date. Presents findings from a qualitative study which identifies many marketing and non‐marketing uses of advertising by young Scottish adults. Argues that this supports a view of audiences as active, selective and sophisticated consumers of advertising. Suggests that the active, reward‐seeking consumer of advertising challenges traditional models of advertising effectiveness and requires a reorientation of the advertising‐planning process.
TI - Advertising Uses and Gratifications
JF - European Journal of Marketing
DO - 10.1108/03090569410145706
DA - 1994-08-01
UR - https://www.deepdyve.com/lp/emerald-publishing/advertising-uses-and-gratifications-AM9ZfsIWgL
SP - 52
EP - 75
VL - 28
IS - 8/9
DP - DeepDyve
ER -