Predictors of Advertising Avoidance in Print and Broadcast Media
Abstract
The authors examine the predictors of ad avoidance in four media: magazines, newspapers, radio, and television. A national survey of 946 adults found that ad avoidance is most prevalent for television and magazines. The predictor variables were demographic characteristics, media-related variables, attitudes toward advertising in each medium, and communication problems related to advertising. Ad perceptions were the strongest predictors of ad...
Paper Details
Title
Predictors of Advertising Avoidance in Print and Broadcast Media
Published Date
Oct 1, 1997
Journal
Volume
26
Issue
3
Pages
61 - 76
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