TY  - JOUR
AB  - Advertising effectiveness depends on good media selection. Media
decisions are typically based upon consummatory, or usage, measures.
Though perceived usefulness (instrumental media behaviour) is generally
not a consideration, consumers′ perceptions of media types as useful
have definite implications for advertising and promotional decisions.
Moreover, perceived usefulness of a media type cannot simply be inferred
from usage data. This study examines both the reported use of and
perceived usefulness of media categories. Though newspapers were
reported by respondents to be the most useful media type, the
relationship between amount of use (consummatory) and perceived
usefulness (instrumental) was strongest for magazines and radio.
Findings suggest that television advertising may have less impact, and
radio advertising greater impact than often assumed. Findings also
suggest a segment of instrumentally prone media users.
VL  - 9
IS  - 7
SN  - 0263-4503
DO  - 10.1108/EUM0000000001114
UR  - https://doi.org/10.1108/EUM0000000001114
AU  - Haynes Paula J.
PY  - 1991
Y1  - 1991/01/01
TI  - Perceived Usefulness of Advertising Media
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 27
EP  - 32
Y2  - 2024/04/24
ER  -