Predictors of Advertising Avoidance in Print and Broadcast Media

Autor:	Paul Surgi Speck, Michael T. Elliott
Rok vydání:	1997
Předmět:	Marketing Communication Media use Perception media_common.quotation_subject Advertising Predictor variables Business and International Management Psychology media_common Newspaper
Zdroj:	Journal of Advertising. 26:61-76
ISSN:	1557-7805 0091-3367
DOI:	10.1080/00913367.1997.10673529
Popis:	The authors examine the predictors of ad avoidance in four media: magazines, newspapers, radio, and television. A national survey of 946 adults found that ad avoidance is most prevalent for television and magazines. The predictor variables were demographic characteristics, media-related variables, attitudes toward advertising in each medium, and communication problems related to advertising. Ad perceptions were the strongest predictors of ad avoidance and were best in differentiating print from broadcast media. The results indicate that age and income were the best demographic predictors across media. Breadth of media use was an important broadcast media predictor. Among the communication problems considered, search hinderance had the greatest effect on ad avoidance.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::6af99bd8b2d749e331d23e3cffadc291 https://doi.org/10.1080/00913367.1997.10673529 Zobrazit plný text záznamu