Some Communication Effects of Charity Advertising Campaigns / Roy L. Moore and Others.
A study was conducted to examine the relationship of advertising exposure to a variety of cognitive and affective variables in a nonprofit charity campaign. The study also tested the transactional model of advertising effects, which combines exposure, motivations, and gratifications for viewing. A s...
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Language: | English |
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[Place of publication not identified] :
Distributed by ERIC Clearinghouse,
1979.
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Physical Description: | 17 pages |
Format: | Microfilm Book |
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