effectiveness of advertisement
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newspapers.
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Literature Review
1 Peter L. Wright (1974), in his research paper Analyzing Media Effects on Advertising Responses analyze that the medium which advertising information is transmitted is one of the most basic components of the communication environment. Computer models developed to systematize media selection will continue to require inputs estimating how particular media affect the attitudinal responses of audience members. Ideally, media, message, and receiver variables could be integrated in such an analysis, based on empirical evidence of the interrelationships.
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