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 language | English (US) |
|---|---|
| Pages (from-to) | 331-338 |
| Number of pages | 8 |
| Journal | International Journal of Advertising |
| Volume | 6 |
| Issue number | 4 |
| DOIs | |
| State | Published - Jan 1 1987 |
All Science Journal Classification (ASJC) codes
- Communication
- Marketing
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