Television advertising as social communication. A Ukranian study
Natalia Kostenko Ukranian Surveys Market Research, Ukraine andTatyana Koshechkina Ukranian Surveys Market Research, Ukraine
INTRODUCTION
In recent years, the Ukrainian mass media has undergone significant changes. Television has become the most influential source of information, primarily with regard to state-run channels. The television audience has virtually reached the level of the entire adult population of Ukraine, with the small exception of 2-3% of citizens who do not have televisions. At the same time, the circle of regular readers of newspapers and magazines has narrowed sharply.
Data...