DeLozier,M. Wayne. The Marketing Communications Process. New York: Met-Raw-Hill Book Company, 1976

Abstract

This study examines such variables as program type, (drama vs. games). program time, viewing frequency, number of persons in the room, and the viewers sex as they affect the daytime television viewer's ability to recognize products which were (or were not) advertised on television programs viewed immediately prior to interviews conducted with a random sample of viewers from the Dayton, Ohio, metropolitan area. Results of this study indicate a number of statistically significant differences triggered by these variables-differences which have potentially large practical implications for television advertisers.