THE EFFECTIVENESS OF ADVOCACY ADVERTISING RELATIVE TO NEWS COVERAGE

The use of advocacy advertising by corporations and special interest groups attempting to influence social policy has increased dramatically in the past decade. Yet little research has been conducted to gauge the effectiveness of advocacy advertising relative to other forms of mass communication. Co...

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Veröffentlicht in:	Communication research 1985-10, Vol.12 (4), p.546-567
Hauptverfasser:	SALMON, CHARLES T., REID, LEONARD N., POKRYWCZYNSKI, JAMES, WILLETT, ROBERT W.
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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