effectiveness of advertisement
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Yet media variables have been strangely ignored in research on the persuasion process. McGuire, in noting the scarcity of research on media effects, suggests that social influence theories have just not developed “. . . in ways that make channel factors interesting. However, if the form of transmission shapes the nature of response, media effects become quite interesting. This article will discuss issues in studying media effects and will demonstrate a procedural development for measuring and analyzing communication response
1 Stewart A. Smith (1965), in his research paper Criteria for Media Comparisons: A Critique analyse that media planners should not complain about having too few media comparison studies on hand. If anything, media research has reached the stage of ”data indigestion,” and the media planner’s essential
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