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However, when considered together with two types of reasons for disliking TV advertising, income can be used more effectively to identify TV dislikers.
In sum, older people tend to dislike TV advertising more than younger, but the identification of dislikers among older people is not aided by knowing the reasons hypothesized for this dislike.
For advertisers, the combinations of certain demographics and reasons for disliking TV advertising provide a way to identify TV dislikers so they can better focus their creative, media, and message strategies.