Advertising to “active” viewers: consumer attitudes in the US and South Korea
Hyokjin Kwak and Trina Larsen AndrasLeBow College of Business, Drexel University, Philadelphia
George M. ZinkhanTerry College of Business, University of Georgia, Athens
INTRODUCTION
Television ownership and viewing is still on the rise globally and it remains an important medium. For example, world retail sales volume of televisions and projectors increased from just over 146 million units in 2001 to approximately 247.5 million units in 2006 (Euromonitor International 2007). Countries that previously had only governmentally sponsored television channels now allow commercially supported television channels, and...