VSE knjižnice (vzajemna bibliografsko-kataložna baza podatkov COBIB.SI)
  • Advertising decision makers' and consumers' perceptions of media substitutability
    Golob, Urša, 1977- ; Podnar, Klement
    The purpose of this article is to assess the perceptions of advertising media substitutability among consumers, media planners, and media providers. Data were collected from three different samples ... using structured questionnaires and CATI interviewing. The results suggest that some degree of substitution does indeed exist in all three groups. This means that if first media choices are unavailable all groups are likely to consider others as possibly providing the best buying information. This study adds to the scarce literature that focuses on perceptions of media substitutability and provides results for both demand and supply side of the media market. It also suggests that such perceptual studies may be helpful in a re-examination of current policy and advertising management decisions.
    Vir: Journal of promotion management. - ISSN 1049-6491 (Vol. 21, no. 6, 2015, str. 798-816)
    Vrsta gradiva - članek, sestavni del
    Leto - 2015
    Jezik - angleški
    COBISS.SI-ID - 33808477
    DOI

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