The good news about television: attitudes aren't getting worse: tracking public attitudes toward TV advertising
Data(s) |
01/01/2013
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Resumo |
Periodically tracking public sentiment toward television advertising (TVA) is an important barometer for the advertising industry and its myriad stakeholders. To date, however, most studies of consumers’ attitudes to TVA have been cross-sectional. This study, alternatively, provides a quasi-longitudinal examination of Australian attitudes toward TVA across four time points (2002, 2005, 2008, and 2010). Findings suggest that although attitudes toward TVA are generally negative, in fact they have not deteriorated over time. Considerable scope consequently exists for improving consumer attitudes toward TVA. |
Identificador | |
Idioma(s) |
eng |
Publicador |
World Advertizing Research Centre |
Relação |
http://dro.deakin.edu.au/eserv/DU:30062352/ewing-goodnewsabout-2013.pdf http://dx.doi.org/10.2501/JAR-53-1-083-089 |
Direitos |
2013, World Advertizing Research Centre |
Palavras-Chave | #Television advertising #Public opinion #Consumers #Mass media #Mass media research #Television viewers #Advertising research #Attitudes #Australia #Research |
Tipo |
Journal Article |