A Cross-national/Cross-cultural Study of Radio Listening Preferences

Erdener Kaynak, Ugur Yucelt

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

It is claimed that consumers in diverse cultures place varying degrees of importance on different media sources. Among these, broadcasting is increasing its importance all over the world. The purpose of this cross-national/cross-cultural study was to identify the socio-economic, demographic and behavioural characteristics and the listening preferences of radio audiences in Vermont, USA, and Nova Scotia, Canada, to find out how to reach the maximum number of listeners in these selected regions of North America in the most effective way.

Original languageEnglish (US)
Pages (from-to)331-338
Number of pages8
JournalInternational Journal of Advertising
Volume6
Issue number4
DOIs
StatePublished - Jan 1 1987

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

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