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dc.contributor.authorBurton, Rebecca
dc.date.accessioned2014-03-04T18:55:23Z
dc.date.available2014-03-04T18:55:23Z
dc.date.issued2010-08
dc.identifier.otherburton_rebecca_201008_ma
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/burton_rebecca_201008_ma
dc.identifier.urihttp://hdl.handle.net/10724/26583
dc.description.abstractUsing models of economic utility, this study explored traditional and digital media use by local advertisers. Content analysis was done on the advertisements from print newspaper, broadcast television and their corresponding online websites in an 18 county market area of local media market. The study found that while there are indications that local businesses still rely heavily on traditional media to meet their advertising needs, the advertisers are beginning to recognize the persistent pull of digital media on their audience and appear to be incorporating available new media options such as online and social networking into their media mix.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectnew media
dc.subjectdigital media
dc.subjectonline
dc.subjecttraditional media
dc.subjectmedia managers
dc.subjectlocal advertising
dc.subjectlocal newspapers
dc.subjectlocal broadcast news
dc.subjecteconomic utility
dc.subjectcontent analysis
dc.subjectNortheast Georgia
dc.subjectWNEG
dc.titleFollow us online
dc.title.alternativea study on advertising media use and digital media adoption by advertisers in local markets
dc.typeThesis
dc.description.degreeMA
dc.description.departmentGrady College of Journalism and Mass Communication
dc.description.majorMass Communication
dc.description.advisorC. Ann Hollifield
dc.description.committeeC. Ann Hollifield
dc.description.committeeTayo Oyedeji
dc.description.committeeWendy Macias


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