Com 275 book notes ch. 17 advertising effects

Com 275 book notes ch. 17 advertising effects - CH. 17...

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CH. 17 Advertising Effects 1) Theoretical studies: use a variety of research methods to test hypotheses and advance knowledge in the field, understand effects of advertising on individual/society. 2) Applied research: uses a variety of research techniques to answer the questions of practical value to advertising practitioners and media professionals. 3) Medium: “ any transmission vehicle or device through which communication may occur.” 4) Berelson/Steiner: found that people with less education tended to read less, listen to the radio more, and watch TV. More than better educated people. A) Research Tradition 1) Transactional Model: recognized that the presence of any # of factors-- specific characteristics of the sender, the message, the transmitter or channel, the audience as a group.—could mitigate the strength of media effects. 2) Selective Exposure: People tend to watch, listen to, and remember media messages that are consistent with their attitudes, interests or predispositions. 3)
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Com 275 book notes ch. 17 advertising effects - CH. 17...

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