Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Channel Effects 
In terms of the characteristics of media channels, a common distinction made is between broadcast such as 
TV and radio, and print, such as newspapers and magazines (Assael, 1981). Thus, broadcast media are considered 
low-involvement channels, whereas print media are generally regarded high-involvement channels (Krugman, 
1969). Television, in particular, produces low personal involvement because the rate of viewing and understanding 
is out of the viewer’s control. That is, television is not a highly selective medium in terms of audience selectivity. It 
offers neither the geographic selectivity of newspapers nor the demographic selectivity of the specialized magazines.
Instead, television is a non-selective medium reaching a mass audience. Creatively, television offers sight, sound, 
motion, and color. So while viewer attentiveness to commercials is likely to be low, television contains an intrusive 
power to force itself on viewers (Nylen, 1986). In contrast, print media enable the reader to set the pace and, 
therefore, provide the opportunity for making connections and dwelling on points of interest. The result is that print 
media offers a more comfortable learning environment whereby information can be more easily absorbed and 
integrated. For instance, magazines offer high quality reproduction and good color, but most importantly, they are a 
self-interest medium for readers. Moreover, printed materials offer longer life than most media (Nylen, 1986). Thus, 
print messages are more likely to lead to a change in attitude and behavior. Accordingly, it seems logical to infer 
that television is a more effective medium for quick messages, while print media are expected to be more effective 
in persuading customers when brand alternatives must be carefully compared. TV advertising is designed to 
maintain familiarity with a brand and reinforce positive experiences, while the messages delivered by print media 

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