Do They Believe It When They See It: Video News Release Effects on Viewer Recall and Attitudes.Report as inadecuate




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A study tested responses of viewers (as opposed to news organizations and sponsoring firms) to video news releases (VNRs). Subjects, 81 undergraduate students enrolled in an introductory advertising course, viewed a 30-second message about McDonald's and the Big Mac in a VNR format or an advertisement about the Big Mac special "Meal Deal" embedded in a videotape of a recent local newscast. Subjects completed questionnaires measuring the credibility of the information in the video. Results indicated that viewers assign significantly more credibility to VNR-based messages than to similar advertisements. Further, the level of credibility given to newscasts was a significant predictor of VNR recall. (Contains 14 references, 1 table, and 1 figure of data.) (RS)

Descriptors: Advertising, Audience Response, Credibility, Higher Education, Mass Media Effects, Media Research, Recall (Psychology), Student Attitudes, Television Viewing, Undergraduate Students, Videotape Recordings











Author: Owen, Anne; Karrh, James A.

Source: https://eric.ed.gov/?q=a&ft=on&ff1=dtySince_1992&pg=7210&id=ED374490



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