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ERIC Number: EJ538991
Record Type: Journal
Publication Date: 1996
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0363-8111
Video News Releases: Effects on Viewer Recall and Attitudes.
Owen, Anne R.; Karrh, James A.
Public Relations Review, v22 n4 p369-78 Win 1996
Tests viewers' responses to video news releases (VNRs). Shows that viewers assign significantly more credibility to VNR-based messages than to similar advertisements; level of credibility given to newscasts was found to be a significant predictor of VNR recall. Discusses implications for future research into VNR use. (PA)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A