Peer reviewedERIC Number: EJ120772
Record Type: Journal
Publication Date: 1974
Pages: N/A
Abstractor: N/A
ISBN: N/A
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Analyzing Media Effects on Advertising Responses
Wright, Peter L.
Public Opinion Quarterly, 38, 2, 192-205, Sum 74
Concludes that print and broadcast media differ substantially in terms of the extent and nature of the responses to advertising they elicit from viewers. (RB)
Descriptors: Advertising, Communication (Thought Transfer), Higher Education, Mass Media, Media Research, Publicize
Publication Type: N/A
Education Level: N/A
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Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
