effectiveness of advertisement
Page : 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67ALL
problem is not so much collecting needed information as evaluating the abundance of available data. However, the quality of media research has not kept
-6-
pace with the quantity. Nut tall aptly characterizes media comparisons as “a burdened with misunderstandings and steeped in sweeping overgeneralizations.” A likely determinant for the low status of media research is the strong competitive relationship between media. The goal of-most,-if not all, media research is not to advance a general understanding of how media contribute to advertising effectiveness; rather, the goal is a bit more mundane: to attract advertising dollars. And all too often research findings are couched in the language of promotional trumpery; rarely do researchers concern themselves with the theoretical underpinnings necessary for properly evaluating existing media studies and
Page : 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67ALL
Pages: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67
