Subject Index
 

This paper provides a wide-ranging review of TV viewing covering subjects including TV programmes as a context for advertising, ad avoidance and rejection, the processing of TV programmes, ad clutter ...

Children are important consumers in their own right. But their influence on family purchasing goes way beyond that. Rosemary Duff investigates how children approach the advertising they encounter in t ...

This article is based on a paper presented at the annual conference of the Market Research Society. The authors introduce a study to understand the involvement of audiences for TV advertising and desc ...

This 'best practice' article is a wide ranging review of TV viewing covering (1) TV audiences, their size and composition; (2) TV programmes as a context for advertising; (3) ad avoidance and rejecti ...

The Middle East epitomises collective behaviour. This is beautifully captured in a traditional saying 'it takes a village to raise a child'. This is increasingly true of Saudi Arabia, one of the most ...

Investigates the utility of the concept of the Affinity for Advertising by asking three questions: What is Affinity for Advertising? To what extent do people differ in their Affinity for Advertising i ...

Adolescents and children in the US and Japan offer an increasingly desirable market segment for advertisers. Considerable advertising effort targets the youth market because children and adolescents h ...

This paper gives an overview of consumers' evaluation of TV advertising expression in China and Thailand, and identifies the route and mechanisms which form their appreciation and attitude towards adv ...

New evidence presented of the benefits associated with TV sponsorship of the Olympic Games, based on a series of research studies by NBC Research since the 1998 Games. A model used to analyse the data ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

This paper continues work on the segmentation of the adult population according to attitudes to TV. It reports further evidence in respect of specific advertising campaigns obtained by the COI and BJM ...

The attitudes of the different social groups of Ukrainian population to television advertising are considered in the paper. The analysis is based on the data of the surveys and the focus groups. The m ...

This study uses Q-Methodology to learn about the perceptions of advertising seen on the two national television channels in Saudi Arabia. Done in the kingdom during June 1992, the study asked male res ...

Dislike of television advertising cuts across demographic boundaries. Past research has now shown a consistent link between demographic characteristics and attitudes to TV advertising in general. In ...

While several studies have documented viewers' negative attitudes toward television advertising, and their desire to reduce the amount of advertising they see, none have examined support for practical ...

Describes a study of attitudes to television advertising. The history of attitudes to advertising, literature and previous studies are reviewed. The survey had six specified objectives related to cons ...