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ERIC Number: EJ173413
Record Type: Journal
Publication Date: 1978
Pages: N/A
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
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Planning Public Service Advertising Messages: An Application of the Fishbein Model and Path Analysis
Evans, Richard
Journal of Advertising, 7, 1, 28-34, W 78
Indicates that evaluative messages are the most effective public service announcements and that the subjective norm component of the Fishbein model had the most influence. (RL)
Publication Type: N/A
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Sponsor: N/A
Authoring Institution: N/A