Analyzing Media Effects on Advertising Responses
- 1 January 1974
- journal article
- Published by Oxford University Press (OUP) in Public Opinion Quarterly
- Vol. 38 (2) , 192-205
- https://doi.org/10.1086/268151
Abstract
If the form of the transmission shapes the nature of response, media effects become quite interesting. On the basis of a study involving print and broadcast media, this article analyzes many aspects of communication response.Keywords
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