How Source Affects Response to Public Service Advertising

Advertising Council produces highest evaluation but lowest behavioral response of three sources used for PSAs

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Bibliographische Detailangaben
Veröffentlicht in:	Journalism Quarterly 1978-01, Vol.55 (4), p.716-720
Hauptverfasser:	Lynn, Jerry R, Wyatt, Robert O, Gaines, Janet, Pearce, Robert, Bergh, Bruce Vanden
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertise/Advertising/Advertisement/ Advertisements Comparison/Comparisons/Comparative/Comparability Public Response/Responsive/ Responsiveness/Responses Service/Services Source/Sources
Online-Zugang:	Volltext
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Beschreibung
Zusammenfassung:	Advertising Council produces highest evaluation but lowest behavioral response of three sources used for PSAs
ISSN:	0022-5533 1077-6990 0196-3031 2161-430X
DOI:	10.1177/107769907805500409