Viewer Miscomprehension of Televised Communication: Selected Findings
Open Access
- 1 September 1982
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 46 (4) , 12-26
- https://doi.org/10.1177/002224298204600402
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
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