The reshaping of the traditional television advertising model: An analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness.

• Main Author: Way, Heather C.
• Other Authors: Albarran, Alan B.
• Format: Others
• Language: English
• Published: University of North Texas 2007
• Subjects: DVR; Television advertising.; Digital video tape recorders.
• Online Access: https://digital.library.unt.edu/ark:/67531/metadc3906/

This research analyzes media agency executives' perceptions and strategic decision-making processes when accessing the impact of digital video recorders (DVRs) on the traditional television commercial spot. Strategic decision-making models, as well as major industry research, forms the theoretical framework used to guide the study. The research takes a quantitative approach using a survey in order to obtain the perceptions and decision-making processes of the media agency executives'. The findings are presented while a discussion of the findings is detailed. The thesis concludes with a summary of the overall thesis research as applied to the field of study.