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Publication date: 1 June 1994

Eugene Secunda

Describes how, three years after the fall of the communist government inCzechoslovakia, NOVA, the first privately owned commercial televisionstation in Central Europe began…

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Abstract

Describes how, three years after the fall of the communist government in Czechoslovakia, NOVA, the first privately owned commercial television station in Central Europe began broadcasting throughout the recently formed Czech Republic. The primary challenge was to position the new station successfully as a clearly differentiated brand in a market which had never previously experienced television as anything other than a government‐controlled commodity. The station′s management sought to establish itself with the Czech television audience as the nation′s broadcast brand of choice by utilizing substantial numbers of Hollywood hit motion pictures and popular US television series, as well as presenting news shows which were significantly more irreverent and independent than the competing government‐sponsored stations. Prior to launch, the station management executed the most intense national advertising and promotion campaign ever utilized to promote a media product in the Czech Republic.

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Journal of Product & Brand Management, vol. 3 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 June 2003

Mohammed Ismail El‐Adly

The main objective of this study is to identify the determinants of TV ads avoiding behavior between light and heavy avoiders in greater Cairo. To achieve the study objective…

428

Abstract

The main objective of this study is to identify the determinants of TV ads avoiding behavior between light and heavy avoiders in greater Cairo. To achieve the study objective, five hypotheses have been developed and tested by such statistical techniques as discriminant analysis, t‐tests, MannWhitney tests, and Chi Square tests. A questionnaire has been designed to collect data from a systematic random sample of adults in social clubs and shopping centers in greater Cairo. The number of usable questionnaires in data analysis was 364. The study findings show that all respondents except 3 were doing one or more of TV ads avoiding behavior. Cognitive avoiding represents the most frequently used avoiding behavior by light and heavy TV ads avoiders. The results also demonstrate that perceptions, attitudes toward advertising, and some motives were determinants of TV ads avoiding behavior. On the other hand, it was found that all demographic and socioeconomic characteristics, except types of channels, were not determinants of TV ads avoiding behavior between light and heavy TV ads avoiders. The study concludes with a number of academic and practical recommendations.

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Journal of Economic and Administrative Sciences, vol. 19 no. 1
Type: Research Article
ISSN: 2054-6238

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Article
Publication date: 1 March 1910

GLASGOW was later by about one hundred and thirty years than some of the Scotch towns in establishing a printing press. Three hundred years ago, though Glasgow contained a…

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GLASGOW was later by about one hundred and thirty years than some of the Scotch towns in establishing a printing press. Three hundred years ago, though Glasgow contained a University with men of great literary activity, including amongst others Zachary Boyd, there does not appear to have been sufficient printing work to induce anyone to establish a printing press. St. Andrews and Aberdeen were both notable for the books they produced, before Glasgow even attempted any printing.

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New Library World, vol. 12 no. 9
Type: Research Article
ISSN: 0307-4803

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