THE DAY STATIC DIED AND LEARNING BEGAN: Might digital antenna television become the cure to America’s failing education system? by Richard Courchesne MC5308 – Seminar in Advertising & Public Relations Dr. Jinbong Choi Texas State University – San Marcos rc1237@txstate.edu November 22nd 2010 2010 Texas State University School of Journalism & Mass Communication, Fall 2010. Introduction: The following is a sociological experiment of the effective influence of broadcast television sub-channel communication: O + K.2 [CPM= GRP x 1000/aHH + s] = n (participant HH). Knowledge is power; the power of knowing how things work, and how to work them, is power at work. Humans are creatures of routine habits, mostly seeking the simplest means of accomplishing things while using the least amount of energy. Society’s lessons learned by those who grew-up with TV: Television is the greatest persuader, then and now. People want what’s seen on TV, the manufactured desires of ease, that causes people to drive rather than walk, Google rather than searching through an alphabetical directory, microwave rather than bake, and use an electronic calculator rather than a pencil. What’s a phonebook used for, anyhow? When people want to learn about something, they ask someone to “show them, or teach them how,” or learn from watching a television set. People prefer to learn any other way, than reading the words of written manuals with time-consuming boring in-depth instructions or directions. Relaxing by reading a good book is no longer the culturally favored leisure practiced by many in American society, today. Some researchers believe this phenomenon is a byproduct of an American school system that focuses on the “right answer, and pleasing authority figures,” or are media creating behavioral-engineered responses of human desire conjured-up by spin-masters hell bent of selling products not needed (Choi, 2010; Goldsworthy & Morris, 2008; Huffington, 2010; Pink, 2010; Wadsworth, 1998)? If television truly influences behavior, then allow it to help educate society on demand. Purpose of study: The purpose of this qualitative and quantitative study is to identify the efficiency and effectiveness of advertising on sub-channel broadcast television stations in San Antonio, Texas area of dominant influence (ADI), by performing an analysis with valid empirical data and qualitative interviews approach to an informal research methodology in testing a hypothesis (Stacks, 2002): HQ: If a grocery provider “O” and a single broadcast station, “K.2,” (limitations) were to offer cardholders of redeemable government food stamps program (the dependent variables), special discount offers exclusively for ‘sub-canal’ watchers – “aHH + s,” (stimulus) who saw the ads watching a single sub-channel during a 60-day period (latency), and called-in or logged-into website (reaction) with special word (trigger) to receive a free magnetic discount coupon tracking card (incentive) from the broadcast TV station. This experiment is testing the effectiveness of promotional communication between a station and merchant to an audience and consumer in order to determine a count that could be calculated into an estimate cost per thousand (CPM), for the sub-channel “K.2.” Note: Possible collateral effect may cause station branding to occur. Therefore, O + K.2 [CPM= GRP x 1000/aHH + s] = n (participant HH). Research Questions: RQ1: Does advertising or promoting a product on a broadcast OTA sub-channels prove to have a better cost per thousand (CPM), and greater value to a social-economic minded-audiences who rely on TV to keep informed, during the aftermath of “The Great Recession of 2008?” RQ2: Is the present national economic status causing households to abandon pay TV to seek alternative sources for television programming acquisition? Is American households tuning-in to over-the-air OTA television signal (antenna), or watching streaming Internet TV (broadband), or capturing smart-phone downloads (podcast)? RQ3: Has the influence of the Internet help change viewers perspective about conducting business using digital television? What is the future of OTA broadcast sub-channels, and fulfilling its promises from the past? Methodology of quasi-experimental disposition. Phase I, Area of study: It is important to understand the unique characteristics of the demographics of the areas of dominant influence (ADI) selected for this experiment. San Antonio, Texas is a unique market because its inhabitants consist of the fasting growing minority in the country with the highest degree of spending power (U.S. Census, 2010). Hispanic-Latinos are the majority in the San Antonio ADI making up 53.79% of its population. Hispanic-Latino households consist of 16% of the nation’s population, in the other two selected ADI’s, Seattle-Tacoma’s Hispanic-Latino citizens are 7.76% of its populace, and the Austin ADI reports 29.23%

• published: 07 Dec 2010
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