Viewer Miscomprehension of Televised Communication: Selected Findings

1 January 1982

journal article
Published by SAGE Publications in Journal of Marketing

Vol. 46 (4)
https://doi.org/10.2307/1251357

Abstract

The major findings of a large scale AAAA study into the miscomprehension of televised communication are summarized. Implications for advertising research and public policy are discussed.

Keywords

ADVERTISING
TELEVISED COMMUNICATION
MISCOMPREHENSION OF TELEVISED
VIEWER MISCOMPREHENSION
SCALE AAAA
SELECTED FINDINGS

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