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

Wise, Gordon L.; Brown, Herbert E.; Cox, Myron K.
September 1975
Journal of Advertising;1975, Vol. 4 Issue 3, p41
Academic Journal
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.


Related Articles

  • Uses of Daytime Television Soap Operas by College Students. Rubin, Alan M. // Journal of Broadcasting & Electronic Media;Summer85, Vol. 29 Issue 3, p241 

    Interviews were conducted with a random sample of 1023 students at 11 U.S. universities. Four primary motives for watching daytime television soap operas were ascertained via factor analysis. These were: Orientation, Avoidance, Diversion, and Social Utility. Correlation and regression were used...

  • Soap Opera Viewing Motivations and the Cultivation Process. Carveth, Rodney; Alexander, Alison // Journal of Broadcasting & Electronic Media;Summer85, Vol. 29 Issue 3, p259 

    Previous research of possible cultivation effects of television viewing has ignored television viewing motivations as possible variables in the construction of a "television world view." Results of the present survey of 265 college student soap opera viewers revealed that the interaction of soap...

  • Soap Opera Viewing in College: A Naturalistic Inquiry. Lemish, Dafna // Journal of Broadcasting & Electronic Media;Summer85, Vol. 29 Issue 3, p275 

    College students' viewing of a popular soap opera. General Hospital, was studied at campus locations. Naturalistic methods of participant observation and interviewing were employed throughout the 9 month field study. The types of student soap opera fans were described, as well as the uses and...

  • Adolescents' Soap Opera Viewing and Relational Perceptions. Alexander, Alison // Journal of Broadcasting & Electronic Media;Summer85, Vol. 29 Issue 3, p295 

    A sample of 230 middle-school children completed questionnaires that examined the links between soap opera viewing and their perceptions of the nature of relationships. Mediating variables such as motives for viewing, experience with peer relations, and family structure were examined. Direct,...

  • VOLUME CONTROL.  // Multichannel News;4/9/2007, Vol. 28 Issue 15, p16 

    Several letters to the editor are presented in response to articles in previous issue about the soap opera "The Soprano."

  • OPEN MIKE. Fontaine, Wendy; Graham, Franklin E.; Fraenkel, Gerry // Broadcasting & Cable;12/1/2003, Vol. 133 Issue 48, p50 

    Presents letters to the editor referencing articles and topics discussed in previous issues. "Airtime "The Story Local Media Ignored"," which focused on the nature of the TV program "Daytime"; "Here's to Local Yokels," which discussed the expectations of local television audiences in the U.S.

  • A Tweet Can Be Beat. AULT, SUSANNE // Variety;9/9/2014, Vol. 325 Issue 5, p25 

    The article discusses research conducted by market research firm HUB Entertainment Research on how people discover new television shows and what sorts of advertisement prompts people to watch something new, including several graphs on how people find shows and when they post to online social media.

  • As the Soap World Turns. O'Hare, Kate // Variety;2/25/2015, Vol. 327 Issue 4, p61 

    The article presents a preview of the 2015 Daytime Emmy Awards of the U.S.' National Academy of Television Arts & Sciences. Topics include the dependence of the Daytime Emmy Awards on the daytime dramas both for the glamour of the actors on the red carpet and for the loyalty of their fans, the...

  • Epidemiology and prognosis of coma in daytime television dramas. Casarett, David; Fishman, Jessica M.; MacMoran, Holly Jo; Pickard, Amy; Asch, David A. // BMJ: British Medical Journal (International Edition);12/24/2005, Vol. 331 Issue 7531, p1537 

    Objective To determine how soap operas portray, and possibly misrepresent, the likelihood of recovery for patients in coma. Design Retrospective cohort study. Setting Nine soap operas in the United States reviewed between 1 January 1995 and 15 May 2005. Subjects 64 characters who experienced a...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics