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.
European Journal of Marketing – Emerald Publishing
Published: Aug 1, 1994
Keywords: Advertising effectiveness; Communications; Marketing; Research