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/

Date Submitted

2011-06-14

Document Type

Thesis

Handle

http://hdl.lib.byu.edu/1877/etd4489

Keywords

Internet, magazines, television, TV, advertising, Q methodology

Included in

Communication Commons

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