Local advertisers say cost less important than media effects

Newspaper Research Journal

Volumn 26, Issue 2-3, 2005, Pages 27-42

  Reid, Leonard N ^a   King, Karen Whitehill ^a  

^a UNIVERSITY OF GEORGIA   (United States)

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EID: 41549088118     PISSN: 07395329     EISSN: 23764791     Source Type: Journal    
DOI: 10.1177/073953290502600203     Document Type: Article

References (12)

1. Karen W. King and Leonard N. Reid, “Selecting Media for National Accounts: Factors of Importance to Agency Media Specialists, “ Journal ofCurrentIssues andResearch in Advertising 19, no. 2 (fall 1997): 55-64
2. Karen W. King, Leonard N. Reid, and Wendy Macias, “Selecting Media for National Advertising Revisited: Criteria of Importance to Large-Company Advertising Managers, “ Journal ofCurrentIssuesand Research in Advertising, in press
3. Glen J. Nowak, Glen T. Cameron, and Dean M. Krugman, “How Local Advertisers Choose and Use Advertising Media, “ Journal of Advertising Research 33, no. 6 (November/December 1993):39-49.
4. (30 November 2004).
5. “Insider’s Report: Robert Coen Presentation on Advertising Expenditutes June 2004, “ (30 November 2004).
6. King and Reid, “Selecting Media for National Accounts”
7. John D. Leckenby and Heejin Kim, “How Media Directors View Reach/Frequency Estimation: Now and a Decade Ago, “ Journal of AdvertisingResearch, 34, no. 5 (September/October 1996):9-21.
8. Mary Alice Sentman, “When the NewspaperCloses: ACase Study of What Advertisers Do, “ Journalism Quarterly63, no. 4 (autumn 1986):757-762
9. Kenneth Smith, “Intermedia Competition for Advertisers in Small Daily Markets, “ Journal ofMediaEconomics 8, no. 4 (1995):29-45
10. Kenneth Smith, “Advertisers’ Media Selection in Small Newspaper Markets, “ Newspaper Research Journal 19, no. 1 (spring 1998):30-44.
11. George E. Belch and Michael A. Belch, AdvertisingandPromotion: An Integrated Marketing Communications Perspective, 6th. ed., New York: McGraw-Hill/Irwin, 2004
12. Leonard N. Reid and Karen Whitehill King, “Advertising Managers’ Perceptions of Sales Effects and Creative Properties of National Newspaper Advertising: The Medium Revisited, “ Journalism & Mass Communication Quarterly 80, no. 2 (summer 2003): 410-430