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The good news about television: attitudes aren't getting worse: tracking public attitudes toward TV advertising
journal contribution
posted on 2013-01-01, 00:00 authored by Mike EwingPeriodically tracking public sentiment toward television advertising (TVA) is an important barometer for the advertising industry and its myriad stakeholders. To date, however, most studies of consumers’ attitudes to TVA have been cross-sectional. This study, alternatively, provides a quasi-longitudinal examination of Australian attitudes toward TVA across four time points (2002, 2005, 2008, and 2010). Findings suggest that although attitudes toward TVA are generally negative, in fact they have not deteriorated over time. Considerable scope consequently exists for improving consumer attitudes toward TVA.
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Journal
Journal of advertising researchVolume
53Issue
1Pagination
83 - 89Publisher
World Advertizing Research CentreLocation
New York, NYPublisher DOI
ISSN
0021-8499Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2013, World Advertizing Research CentreUsage metrics
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