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Advertising Uses and Gratifications

Advertising Uses and Gratifications 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Advertising Uses and Gratifications

European Journal of Marketing , Volume 28 (8/9): 24 – Aug 1, 1994

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Publisher
Emerald Publishing
Copyright
Copyright © 1994 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569410145706
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 1994

Keywords: Advertising effectiveness; Communications; Marketing; Research

References