TV Advertising: Lessons for the public relations professional
TV Advertising: Lessons for the public relations professional
TV Advertising: Lessons for the public relations professional
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Public Relations Journal Vol. 6, No. 3<br />
ISSN 1942-4604<br />
© 2012 Public Relations Society of America<br />
Media Preference<br />
No significant differences in <strong>the</strong> importance of <strong>TV</strong>, radio, and print <strong>for</strong> local news<br />
were found between <strong>the</strong> groups or within <strong>the</strong> groups. On a scale of 1 to 10, and<br />
combining <strong>the</strong> figures from both groups, television was rated highest in importance <strong>for</strong><br />
local news (M = 6.42, SD = 2.2), followed by print (M = 5.16, SD = 2.37), with radio last<br />
in importance (M = 5.16, SD = 2.36). The reason <strong>for</strong> radio's last place showing may<br />
have been due to <strong>the</strong> lack of extensive news coverage on radio stations in general.<br />
Again no significant differences were found in <strong>the</strong> importance of <strong>TV</strong>, radio, print and<br />
recording/playback devices <strong>for</strong> entertainment between groups. Using <strong>the</strong> same 1 to 10<br />
scale and combining <strong>the</strong> figures from both groups, television was again rated highest in<br />
importance <strong>for</strong> entertainment (M = 7.61, SD = 2.10), followed by radio (M = 7.53, SD =<br />
2.01), with recording/play back devices third in importance (M = 7.01, SD = 2.38), and<br />
print as <strong>the</strong> last in importance (M = 4.76, SD = 2.15). Fur<strong>the</strong>rmore, little difference was<br />
indicated between groups on how <strong>the</strong>y ranked <strong>TV</strong>, radio, and print in terms of <strong>the</strong><br />
amount of time <strong>the</strong>y spent with <strong>the</strong>m in learning about local news. Using a ranking<br />
scale from 1 to 3, television was rated highest in time spent learning about local news<br />
(M = 1.644, SD = .787) followed by print as second (M = 2.12, SD = .855), <strong>the</strong>n by radio<br />
(M = 2.17, SD = .769). Again, radio's last place showing may be due to <strong>the</strong> lack of<br />
significant news coverage on that medium. No significant differences between groups<br />
were found in <strong>the</strong> same ranking scale <strong>for</strong> television, radio, print, and recording/playback<br />
devices in terms of <strong>the</strong> amount of time spent using <strong>the</strong>m <strong>for</strong> entertainment. Generally,<br />
<strong>TV</strong> was rated highest in time spent <strong>for</strong> entertainment between <strong>the</strong> two groups (M = 1.68,<br />
SD = .873), followed by radio (M = 2.22, SD = .924), <strong>the</strong>n recording/playback devices<br />
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