Abstract
This paper argues that college-aged men and women represent an increasingly attractive market for a wide range of goods and services. Therefore, how this segment regards and responds to promotion is of great interest to a large set of advertisers. Ten years ago, college students were surveyed to uncover their perceptions regarding television versus magazine advertising. An adapted “Magazine Publishers Association of America” schedule of items used to assess the students’ agreement or disagreement that such ads were appealing, annoying, informative, exaggerated, believable, unbelievable, helpful, silly, boring, offensive, and that they presented quality products. In comparing the survey results from ten years ago to a recent replication, the findings indicate that while students used to be more universally positive about magazine advertising, their perceptions of the two media have become more similar over time. Still, although students perceive that television advertising has become more appealing, informative, and helpful, they concurrently feel that it has become more annoying and exaggerated. Comparison tables with Chi-square measures are provided for each item characteristic. The results indicate that as ads and media have become more sophisticated, the media planner’s decisions have necessarily become more complex.
Chapter PDF
Similar content being viewed by others
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Knowles, P.A., Gomes, R., Grove, S.J. (2015). The Attractiveness of Television Versus Magazines as Advertising Media to Target Collegians: 1989 – 1999–Abstract. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_7
Download citation
DOI: https://doi.org/10.1007/978-3-319-11885-7_7
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11884-0
Online ISBN: 978-3-319-11885-7
eBook Packages: Business and EconomicsBusiness and Management (R0)