A telephone survey was conducted to assess the relative value of six mass media types as sources of advertising information. National and retail advertising within each medium were rated separately. Results suggest that perceived informativeness varies as a function of the national-retail dichotomy and is mediated by audience characteristics.
No takes yet. Share an insight, caveat, or question.
King et al. (1987) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: