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Exposure to Presidential Candidate Advertising on Television, Website, and Social Media During 23 Days of the 2016 Primary
Journal of Current Issues & Research in Advertising Pub Date : 2019-01-02 , DOI: 10.1080/10641734.2018.1500319
Esther Thorson 1 , Samuel M. Tham 1 , Weiyue Chen 1 , Vamsi Kanuri 2
Affiliation  

Abstract This study examines self-reported presidential advertising exposure in young adults during a 23-day rolling cross sectional (RCS) survey fielded nationally from February 24 to March 17, 2016, during the Presidential primaries. Advertising expenditures and number of ads run in each state are highly correlated with self-reported ad awareness. Respondents were most aware of television advertising; web and social media advertising were strong seconds. Advantages of using RCS include robust identification of variables that predict advertising awareness, and identifying news events that affected advertising awareness.

中文翻译:

在2016年小学23天之内在电视,网站和社交媒体上展示总统候选人的广告

摘要这项研究在2016年2月24日至3月17日于全国举行的总统初选期间,进行了为期23天的滚动横截面(RCS)调查,研究了年轻人自我报告的总统广告曝光率。广告支出和在每个州投放的广告数量与自我报告的广告意识高度相关。受访者最了解电视广告;网络和社交媒体广告发展强劲。使用RCS的优点包括可靠地识别预测广告意识的变量,以及识别影响广告意识的新闻事件。
更新日期:2019-01-02
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