Analyzing Media Effects on Advertising Responses
Public Opinion QuarterlyPublished 1 January 1974
Peter L. Wright
Citations140
SJR quartileQ1
SJR score1.72
SNIP1.59
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TL;DR
Issues in studying media effects are discussed and a procedural development for measuring and analyzing communication response is demonstrated that will demonstrate the role of media variables in media effects.
Abstract
If the form of the transmission shapes the nature of response, media effects become quite interesting. On the basis of a study involving print and broadcast media, this article analyzes many aspects of communication response.
Keywords
Social SciencesComputer Science