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Comparing advertising avoidance across television viewing devices /

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dc.contributor.authorNguyen, Yolanda,
dc.contributor.schoolUniversity of South Australia. Ehrenberg-Bass Institute for Marketing Science.
dc.contributor.schoolEhrenberg-Bass Institute for Marketing Science.
dc.date.issued2018
dc.description1 ethesis (viii, 188 pages) :
dc.descriptionillustrations (some colour)
dc.descriptionIncludes bibliographical references (pages 124-133)
dc.description.abstractTraditionally, 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.
dc.description.dissertationThesis (Masters by research(Marketing and related studies))--University of South Australia, 2018.
dc.identifier.urihttps://hdl.handle.net/11541.2/136123
dc.language.isoen
dc.provenanceCopyright 2018 Yolanda Nguyen.
dc.subject.lcshMobile computing.
dc.subject.lcshTelevision advertising.
dc.subject.lcshTelevision viewers
dc.titleComparing advertising avoidance across television viewing devices /
dc.typethesis
dcterms.accessRights506 0#$fstar $2Unrestricted online access
ror.fileinfo12170957070001831 13170957060001831 Nguyen, Yolanda - Thesis
ror.mmsid9916262907101831

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