Géneros televisivos preferidos y actitudes hacia la publicidad
Abstract
Attitudes to advertising are a key variable in the effectiveness of the advertising process. The purpose of this paper is to explore the interrelationships between different television genres and consumer attitudes towards advertising. The research draws on data from a survey carried out in Spain, and discloses that viewer preferences for entertainment programs correlate with a more positive attitude towards advertising on television.
Keywords
Advertising, television, attitudes, genres, preferencesReferences
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