Consumer Perceptions of the Media and their Advertising Content

Abstract

This study indicates that consumers have very definite ideas about the media and their advertising content. They believe for example that newspapers are the best source of shopping information, the best source of information about sources of entertainment and that they contain the most useful advertisements of the four media included in this study. They also feel that newspaper advertisements are the most truthful and informative, and would be least willing to give up the advertising content of their newspaper when compared to the other media included in this study. When it comes to television this group indicates that it spends the greatest amount of its media time with television, and that television is their first choice for entertainment and for world and national news. While this group feels that television advertising is the most annoying, insulting, misleading and most in need of government regulation, they also feel it is the most entertaining and the best source of new product news. Radio and magazines appear to hold a very secondary position in the mind of the consumer vis-a-vis television and newspapers. While this group indicates that magazines are the medium they spend the least amount of time with, and the medium they could “do without,” they are also the medium which provides the best source of information on durable goods in their opinion.

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