Making an Informed Decision in Advertising

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Abstract

The study investigates information utilization in advertising media decisions by analyzing 153 programs/sections/advertisements of an official newspaper, television, and radio in Oman. The results indicate a gap between media decisions and information about media consumption. However, information about advertising function, program content, target audience, and timing was reflected in advertisers’ media decisions. It is recommended that an independent official research center run periodic surveys on media consumption in Oman to support advertisers’ media decisions.