haku: @author O'Donohoe, S. / yhteensä: 7
viite: 6 / 7
| Tekijä: | O'Donohoe, S. |
| Otsikko: | Advertising uses and gratifications |
| Lehti: | European Journal of Marketing
1994 : VOL. 28:8/9, p. 52-75 |
| Asiasana: | ADVERTISING EFFECTIVENESS CUSTOMERS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | This article outlines uses and gratifications theory and its limited advertising applications todate. It presents findings from a qualitative study which identifies many marketing and non-marketing uses of advertising by young Scottish adults. The article argues that this supports a view of audiences as active, selective and sophisticated consumers of advertising. It suggests that the active, reward-seeking consumer of advertising challenges traditional models of advertising effectiveness and requires a reorientation of the advertising-planning process. |
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