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ERIC Number: EJ201126
Record Type: Journal
Publication Date: 1978
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Effectiveness of a TV Counter Ad.
Lull, James; Mulac, Anthony
Journalism Quarterly, v55 n4 p711-15,720 Win 1978
Concludes that a single television counter advertisement concerning a brand of aspirin did not cause viewers to lessen appreciably their attitude favorability toward the brand. (GT)
Descriptors: Attitude Change, Attitudes, Persuasive Discourse, Television Commercials, Television Research
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A