Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/42777
標題: Who is watching TV? Who is listening to radio? Consumer perceptions of TV and radio advertising information
作者: Hsu, J.L.
魯 真
Yang, S.A.
Su, L.C.
關鍵字: medium information;consumer perceptions;television;radio;advertising;information;positive attitudes;assisted memory recall;external search;impact;brand;media;ad
Project: Social Behavior and Personality
期刊/報告no:: Social Behavior and Personality, Volume 35, Issue 2, Page(s) 157-167.
摘要: 
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.
URI: http://hdl.handle.net/11455/42777
ISSN: 0301-2212
DOI: 10.2224/sbp.2007.35.2.157
Appears in Collections:行銷學系所

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