Abstract
The purpose of the following study is to provide advertisers with a better understanding of how Internet, television, and print media influence the perceptions of an advertisement and how those perceptions can influence purchasing behavior. This study uses Q Methodology, a methodology used to measure attitudes and beliefs. Three distinct groups emerged from the data labeled the Avoiders, the Traditionalists, and the Actives. Avoiders sought to bypass advertising, Traditionalists showed a liking toward traditional forms of advertising, and Actives were neither seeking out nor abstaining from viewing advertising. All three groups showed distrust toward Internet advertising.
Degree
MA
College and Department
Fine Arts and Communications; Communications
Rights
http://lib.byu.edu/about/copyright/
BYU ScholarsArchive Citation
Stevens, Ashley, "Getting More Media Bang for Your Buck: Understanding Attitudes and Beliefs Toward Internet, Television, and Print Advertising" (2011). Theses and Dissertations. 3029.
https://scholarsarchive.byu.edu/etd/3029
Date Submitted
2011-06-14
Document Type
Thesis
Handle
http://hdl.lib.byu.edu/1877/etd4489
Keywords
Internet, magazines, television, TV, advertising, Q methodology
Language
English