TITLE

The Effect of Program Type And Other Variables in Reaching the Daytime Television Viewer with Advertising Messages

AUTHOR(S)
Wise, Gordon L.; Brown, Herbert E.; Cox, Myron K.
PUB. DATE
September 1975
SOURCE
Journal of Advertising;1975, Vol. 4 Issue 3, p41
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This study examines such variables as program type, (drama vs. games), program time, viewing frequency, number of persons in the room, and the viewers sex as they affect the daytime television viewer's ability to recognize products which were (or were not) advertised on television programs viewed immediately prior to interviews conducted with a random sample of viewers from the Dayton, Ohio, metropolitan area. Results of this study indicate a number of statistically significant differences triggered by these variables-differences which have potentially large practical implications for television advertisers.
ACCESSION #
4669418

 

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