New Media, New Messages: An Initial Inquiry into Audience Reactions to Advertising on Videocassettes
Wei-Na Lee and Helen Katz
In 1979, if one wanted to utilize a lifelike, three-dimensional, full-color, and sound commercial there was one media option available - television. Ten years later, that same ad can be shown on broadcast television, cable television, in movie theaters, or on videocassettes. And while advertisers still spend $25 billion on television advertising annually, they are starting to shift dollars into the newer media options. In 1988, for example, Nestlé paid $300,000 to put an ad for Alpine White Chocolate...