Perceived Informativeness of and Irritation with Local Advertising

Abstract

This survey of more than 400 mall shoppers in Tuscaloosa, Alabama, finds that shoppers ranked newspaper advertisements as most informative with radio commercials next, and television commercials least. But sampled shoppers — similar in demographic makeup to the community — also tended to be somewhat more irritated by newspaper than by radio and television advertising. Those older and financially better off were more likely to express irritation with advertising.