The medium may determine who listens to the message : a proposed criterion for comparison of media
This research suggests that, because media choice is integral to the effectiveness of an advertising message, there is a need to compare the effects related to media choice. This paper establishes the need for a new way to evaluate comparative media effectiveness. Specifically, it provides a perspec...
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| Format: | Others |
| Language: | English |
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2011
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| Online Access: | http://hdl.handle.net/2152/10681 |