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Trust has been investigated by behavioral and social scientists from dvferent disciplines. Despite the interdisciplinary research, studies of advertising trust are not abundant in the literature, though both academic and trade investigations have incorporated and measured the construct. This study was conducted to examine consumer trust in different advertising media and the relationship of that trust to media credibility. Results indicate that (1) advertising media are neither especially trusted nor distrusted by consumers; (2) there is variation in consumer trust across different advertising media; (3) trust in specific ad media is differentially associated with education and income; and (4) trust in advertising media and media credibility are correlates, though trust in advertising is distinct and separate from the credibility construct.

In this article, we report the results of a survey designed to answer 6 questions on perceived media effectiveness and substitutability within the context of local advertising. Results from questionnaires completed by 130 local advertising decision makers reveal that (a) daily newspapers and radio are perceived as the most effective media for local advertising; (b) media interchangeability in local advertising is limited to a particular set of media options, namely, daily newspapers and radio; and (c) patterns of media effectiveness and substitutability do not vary substantially by the type of local advertiser or the amount of money spent in daily newspaper advertising. Four implications are suggested by the results.

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