The reshaping of the traditional television advertising model: An analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness.

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Description

This research analyzes media agency executives' perceptions and strategic decision-making processes when accessing the impact of digital video recorders (DVRs) on the traditional television commercial spot. Strategic decision-making models, as well as major industry research, forms the theoretical framework used to guide the study. The research takes a quantitative approach using a survey in order to obtain the perceptions and decision-making processes of the media agency executives'. The findings are presented while a discussion of the findings is detailed. The thesis concludes with a summary of the overall thesis research as applied to the field of study.

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Way, Heather C. August 2007.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 699 times , with 12 in the last month . More information about this thesis can be viewed below.

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  • Way, Heather C.

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Description

This research analyzes media agency executives' perceptions and strategic decision-making processes when accessing the impact of digital video recorders (DVRs) on the traditional television commercial spot. Strategic decision-making models, as well as major industry research, forms the theoretical framework used to guide the study. The research takes a quantitative approach using a survey in order to obtain the perceptions and decision-making processes of the media agency executives'. The findings are presented while a discussion of the findings is detailed. The thesis concludes with a summary of the overall thesis research as applied to the field of study.

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  • August 2007

Added to The UNT Digital Library

  • Jan. 14, 2008, 11:19 p.m.

Description Last Updated

  • June 24, 2008, 1:27 p.m.

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Citations, Rights, Re-Use

Way, Heather C. The reshaping of the traditional television advertising model: An analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness., thesis, August 2007; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc3906/: accessed June 24, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .