Empirical Studies on Individual Response to Exposure Patterns
Open Access
- 1 May 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (2) , 212-218
- https://doi.org/10.1177/002224377100800209
Abstract
The market response model of the MEDIAC media planning system is used as a base for discussion of empirical studies relating to the advertising phenomena of response to repeated exposure and forgetting. The model provides hypotheses to examine and a common base for analysis.Keywords
This publication has 5 references indexed in Scilit:
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- An Experimental Study of the Effect on the Attitude of Listeners of Repeating the Same Oral PropagandaThe Journal of Social Psychology, 1952