Comparing advertising avoidance across television viewing devices /
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(Published version)
Date
2018
Authors
Nguyen, Yolanda,
Editors
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Journal Title
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Volume Title
Type:
thesis
Citation
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Abstract
Traditionally, television advertising avoidance has been studied in the context of the in-home television set. But today, people are spreading their television consumption across multiple devices, including the PC, laptop, tablet, and smartphone. To date, no research exists that allows media and advertising practitioners to compare the rate and types of television ad avoidance, and hence the relative effectiveness, of all television viewing devices. This thesis investigates systematically, for the first time, how different devices used for television viewing differ in terms of their types and rates of ad avoidance.
School/Discipline
University of South Australia. Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Dissertation Note
Thesis (Masters by research(Marketing and related studies))--University of South Australia, 2018.
Provenance
Copyright 2018 Yolanda Nguyen.
Description
1 ethesis (viii, 188 pages) :
illustrations (some colour)
Includes bibliographical references (pages 124-133)
illustrations (some colour)
Includes bibliographical references (pages 124-133)
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