Author:
Hsu Jane Lu,Yang Shuen-An,Su Li-Chang
Abstract
The objective of this study was to analyze consumer perceptions of television and radio advertising information. Four factors were extracted to explain advertising information, including product/selling information, image information, appealing information, and utilization information.
For heavy TV watchers, positive attitudes are formed toward the information in television advertising. When consumers spend more time on radio or at least as much as on television, positive attitudes toward the information in radio advertising are generated. Respondents value information that
is entertaining, attractive, has strong product images, and assisted memory recall in advertising as important.
Publisher
Scientific Journal Publishers Ltd
Reference35 articles.
1. Radio advertising information strategy: differences between services and products
2. Armstrong, G. & Kotler, P. (2003). Marketing: An Introduction (6th ed.). NJ: Prentice-Hall.
3. External Search Effort: An Investigation Across Several Product Categories
4. Bettman, J. R. (1979). An information processing theory of consumer choice. MA: Addison-Wesley Publishing Co., Inc.
Cited by
2 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献