Media choice for information search to purchase a new technology

David Waller, Paul Wang, Mark Morrison, Harmen Oppewal

Research output: Book chapter/Published conference paperConference paperpeer-review

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Abstract

Introducing a new technology into the market place can be risky, so it is vital that those who are potential customers have enough information about the technology to decide whether (or not) to make a purchase. For the marketer it is important to undertake an appropriate media strategy so that all the information is available to those who need it, particularly when several communications activities are being used. This paper will present the results of two surveys (1495 and 1308 respondents a yearapart) as they simulate the purchase of a DVD recorder and determine which media they would choose to give them information on the potential purchase, and compare responses across four decision states (Unaware; Aware but not in the market; Aware and in the market; and Already purchased). The results found that the Internet was perceived as a major source of information across all decision states; however, there were differences in the use of other media which is of importance to marketers of new technology.
Original languageEnglish
Title of host publicationANZCA2007 conference proceedings
Subtitle of host publicationCommunications, civics, industry
EditorsJohn Tebbutt
Place of PublicationMelbourne, Australia
PublisherANZCA/LaTrobe University
Pages1-13
Number of pages13
ISBN (Electronic)9780646490663
Publication statusPublished - 2007
EventAustralian and New Zealand Communication Association (ANZCA) 2007 Annual Conference - Melbourne, Australia, Australia
Duration: 05 Jul 200706 Jul 2007

Conference

ConferenceAustralian and New Zealand Communication Association (ANZCA) 2007 Annual Conference
CountryAustralia
Period05/07/0706/07/07

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