Abstract
The purpose of the study is to investigate the information utilization in advertising media decisions. The study uses content analysis from 135 programs/sections/advertisements of official newspaper, television, and radio. The results indicate a gap between media decision and information about media consumption rates. However, information about advertising function, programs content, target audience, and timing were reflected in advertiser’s media decision. It is recommended that an independent official research center should provide periodic surveys on media consumption in Oman to support advertiser’s media decisions.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Media, Media Content, Advertising, Media Decision, Information, Oman
