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| Author: | Henke, L. Donohue, T. |
| Title: | Functional Displacement of Traditional TV Viewing by VCR Owners |
| Journal: | Journal of Advertising Research
1989 : APR/MAY, VOL.29, p.18-23 |
| Index terms: | CASSETTE TELEVISION MEDIA RESEARCH MOTIVATION |
| Language: | eng |
| Abstract: | A study was conducted in Lexington, Kentucky to determine how the VCR will displace other media, and whether the motivation of acquiring a VCR is related to subsequent changes in viewers' traditional media use. The implications of the study are described.Understanding the impact of new media technologies is very important for advertisers. |
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