Abstract
The accelerating progress of the communication technologies in the past two decades has made media advertisement an inevitable marketing strategy for business success. Individuals in contemporary society receive more information than ever, and their attention is dispersed over more forms of media. Therefore, an understanding of the strengths and weaknesses of different media is crucial for businesses to survive the fiercely competitive new market. This study thus endeavored to investigate how frequently university students expose to different media? Message conveyed by what media are more persuasive? How students' socio-demographic backgrounds might influence their media use patterns? A self-developed questionnaire was administered to 250 university students in Taiwan. The results indicated that internet was appraised as the most adequate media for advertising to university students in terms of exposure frequency and message persuasion.
Highlights
Due to the great advancement of communication technologies, modern people live in an audiovisual environment
The results indicated that internet was appraised as the most adequate media for advertising to university students in terms of exposure frequency and message persuasion
Several one-way ANOVA were conducted to exmine whether students’ family household income and students’ academic major significantly affect their rating on media exposure frequency and message persuasiveness, and the results indicated that there existed no significant differences
Summary
Due to the great advancement of communication technologies, modern people live in an audiovisual environment. Individuals in contemporary society receive more information than ever, and they use communication media, such as newspaper, radio, television and so on to collect data and information they need (Hamilton, Richards, & Stiegert, 2013). These technology inventions have thoroughly prevailed among our lives, indicating that today’s information is disseminated to a broader audience, and at the same time, audiences are exposed to a wider range of media messages. Several one-way ANOVA were conducted to exmine whether students’ family household income and students’ academic major significantly affect their rating on media exposure frequency and message persuasiveness, and the results indicated that there existed no significant differences.
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