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Getting More Media Bang For Your Buck: Understanding Attitudes And Beliefs Toward Internet, Television, And Print Advertising, Ashley Stevens

Theses and Dissertations

The purpose of the following study is to provide advertisers with a better understanding of how Internet, television, and print media influence the perceptions of an advertisement and how those perceptions can influence purchasing behavior. This study uses Q Methodology, a methodology used to measure attitudes and beliefs. Three distinct groups emerged from the data labeled the Avoiders, the Traditionalists, and the Actives. Avoiders sought to bypass advertising, Traditionalists showed a liking toward traditional forms of advertising, and Actives were neither seeking out nor abstaining from viewing advertising. All three groups showed distrust toward Internet advertising.