Open Access. Powered by Scholars. Published by Universities.®
- Discipline
Articles 1 - 2 of 2
Full-Text Articles in Business
Teens' Use Of Traditional Media And The Internet, Carrie La Ferle, Steven M. Edwards, We-Na Lee
Teens' Use Of Traditional Media And The Internet, Carrie La Ferle, Steven M. Edwards, We-Na Lee
Temerlin Advertising Institute Research
As the teen market segment expands and spending power increases, advertisers are cognizant of the importance in understanding traditional and emerging media trends in reaching this new generation of consumers. Increasing penetration of the internet at home and at school encouraged the authors to examine teens' relationships with media. Time allocation across media and the needs fulfilled by each medium were investigated. The study further explored how the internet, given its ability for two-way communication, stacks-up against interpersonal communication sources. Influences of gender and home access to the internet were analyzed, as were the methods teens use to learn about …
Cross Media Promotion Of The Internet In Television Commercials, Steven M. Edwards, Carrie La Ferle
Cross Media Promotion Of The Internet In Television Commercials, Steven M. Edwards, Carrie La Ferle
Temerlin Advertising Institute Research
Increasing presence of internet addresses across traditional media spurred the current study. Specifically, the study examined the cross media promotion of website addresses in television commercials to determine if and when they were being used, and by whom? For comparison purposes, other formsof direct response channels were also measured. A clearer understanding of the practice of promoting web sites in television commercials was garnered by examining website addresses for their size, length, positioning, frequency, product categoy representation, and other important attributes. The findings provide an initial base from which future growth and style of web site advertising in traditional media …