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An Analysis of Reader-Interest and Readership of the Advertising Content of a Small Daily Newspaper.
Larkin, Ernest F.; And Others – 1975
The study reported in this paper was designed to determine how consumers perceive the newspaper and how they use it; specifically, how well read is newspaper advertising and how do readers of a small daily newspaper feel about advertising content. A team of trained, paid interviewers collected data in two waves, one week apart, from a random…
Descriptors: Advertising, Information Dissemination, Journalism, Local Issues
The Newspaper as a Source of Consumer Information for Young Adults
Peer reviewed Peer reviewed
Larkin, Ernest F.; Grotta, Gerald L. – Journal of Advertising, 1977
Presents data from a random sample of young adults (19-34 years of age) concerning their attitudes toward newspapers and media, their uses of the various media, and their interests in newspaper content. Findings showed that newspapers are not providing enough information relevant to their needs. (MB)
Descriptors: Advertising, Consumer Economics, Information Dissemination, Newspapers
A Factor Analysis of College Student Attitudes Toward Advertising
Peer reviewed Peer reviewed
Larkin, Ernest F. – Journal of Advertising, 1977
Reveals varied criticisms and suggests that a better understanding of students' dissatisfaction with advertising is necessary. (KS)
Descriptors: Advertising, College Students, Higher Education, Publicize
A Q-Analysis of College Students Attitudes Toward Advertising.
Larkin, Ernest F. – 1976
Eighty college students were administered 26 Likert-type statements designed to measure their attitudes toward advertising along four different dimensions: economic effects of advertising, social effects of advertising, ethics of advertising, and regulation of advertising. Analysis of the responses revealed five clusters or "types" of individuals…
Descriptors: Advertising, College Students, Higher Education, Information Dissemination
How High School Students View the Mass Media.
Larkin, Ernest F. – School Press Review, 1980
A survey of 901 Oklahoma high school students suggests that students spend more time with broadcast media than with print media but that they turn to print media for certain types of information. (GT)
Descriptors: Advertising, High School Students, Information Sources, Mass Media
Consumer Perceptions of the Media and Their Advertising Content.
Larkin, Ernest F. – 1978
To determine consumer preference regarding four forms of mass communication, an 18-item questionnaire was devised that asked individuals where they sought information on national and world affairs, local events, entertainment, and shopping (advertising). Results from the 108 respondents in the random sample indicated the following: newspapers…
Descriptors: Advertising, Audiences, Consumer Economics, Information Sources
A Market Segmentation Approach to the Study of the Daily Newspaper Audience.
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Larkin, Ernest F.; Grotta, Gerald L. – 1977
To determine whether differing attitudes toward, and the utilization of, the daily newspaper are related to the variable of age, 481 persons responded to a questionnaire designed to measure their attitudes and opinions about mass media in general and their evaluations of newspaper content in particular. The findings revealed the following…
Descriptors: Advertising, Age Differences, Age Groups, Bias
Using the Microcomputer for Advertising Research Presentations.
Larkin, Ernest F. – 1983
A midwestern university is testing a program that uses the Apple II computer to help students in an advertising research course develop their skills in preparing and presenting research reports using computer generated graphics for both oral and written presentations. One of the course requirements is the preparation of a final project, including…
Descriptors: Advertising, Classroom Techniques, Computer Assisted Instruction, Computer Graphics