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ERIC Number: ED374497
Record Type: RIE
Publication Date: 1994-Aug
Pages: 23
Abstractor: N/A
Product News versus Advertising: An Exploration within a Student Population.
Hallahan, Kirk
An exploratory survey (part of a larger study) examined the relative effectiveness of news versus advertising as sources of product information. Subjects, 140 undergraduate students enrolled in an introductory public speaking course or a course in visual communication, completed a 5-page media interest survey. Results indicated that news rates favorably, based on belief and attitudinal measures. However, mixed results were obtained when respondents were asked to specify which sources of information they were likely to use when purchasing a product or service. Findings suggest that although individuals might be positively predisposed toward news versus advertising, the effect is probably conditional in nature. The next stage of the research project is designed to test claims about the superiority of news within the context of a variety of variables that might moderate its effects in a controlled setting. (Contains 44 references and 5 tables of data.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (77th, Atlanta, GA, August 10-13, 1994).