ERIC Number: ED165152
Record Type: RIE
Publication Date: 1978-Aug
Reference Count: 0
Consumer Perceptions of the Media and Their Advertising Content.
Larkin, Ernest F.
To determine consumer preference regarding four forms of mass communication, an 18-item questionnaire was devised that asked individuals where they sought information on national and world affairs, local events, entertainment, and shopping (advertising). Results from the 108 respondents in the random sample indicated the following: newspapers provide the best information on shopping and sources of entertainment, as well as the most useful, honest advertising; although television offers the most in entertainment and national and world news, television advertising is annoying and misleading; and while radio and magazines hold a secondary position to the other two media, magazines are the best source of information on durable goods. (MAI)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Response
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (61st, Seattle, Washington, August 13-16, 1978)