The reshaping of the traditional television advertising model: An analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness.

This research analyzes media agency executives' perceptions and strategic decision-making processes when accessing the impact of digital video recorders (DVRs) on the traditional television commercial spot. Strategic decision-making models, as well as major industry research, forms the theoretical framework used to guide the study. The research takes a quantitative approach using a survey in order to obtain the perceptions and decision-making processes of the media agency executives'. The findings are presented while a discussion of the findings is detailed. The thesis concludes with a summary of the overall thesis research as applied to the field of study.

Grantor dc:publisher

University of North Texas

Year dc:date

2007

Author dc:creator

• Way, Heather C.

Contributors dc:contributor

• Albarran, Alan B.
• Sauls, Samuel J.
• Poltrack, David F.

• DVR
• television commercial
• industry research
• quantitative approach
• Television advertising.
• Digital video tape recorders.

Statement dc:rights

• Public
• Copyright
• Way, Heather C.
• Copyright is held by the author, unless otherwise noted. All rights reserved.

Language dc:language

English

Identifier

oclc: 191747361
https://digital.library.unt.edu/ark:/67531/metadc3906/
ark: ark:/67531/metadc3906

OAI identifier oai:identifier

info:ark/67531/metadc3906