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Full-Text Articles in Social and Behavioral Sciences
Getting More Media Bang For Your Buck: Understanding Attitudes And Beliefs Toward Internet, Television, And Print Advertising, Ashley Stevens
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.
Time Out For Women Magazine: A New Magazine Prospectus Informed By A Historical Review And Qualitative Study On The Media Uses Of Mormon Women, Maurianne Dunn
Time Out For Women Magazine: A New Magazine Prospectus Informed By A Historical Review And Qualitative Study On The Media Uses Of Mormon Women, Maurianne Dunn
Theses and Dissertations
This project uses a qualitative research approach to understanding Mormon women's uses and gratifications of magazines. The first study provides a retrospective look at the uses and gratifications of readers of the Relief Society Magazine (1915–1970) in order to understand where media targeted to Mormon women has been. Through interviews, focus groups and questionnaires, the study finds the main reasons Mormon women read the Relief Society Magazine was to provide (a) a handbook for daily life, (b) a community, (c) intellectual stimulation, (d) an aspirational ideal, and (e) an escape from daily life. When the magazine ceased publication, readers felt …