It is proposed that advertising research be based less on one-way transmission models of communication and more on multivariate studies with emphasis on receivers' contributions to communication outcomes. A four-level model of the process is presented and several dimensions within each level are identified, based upon recent research on TV commercial effects. The four levels described are (1) the unconscious level, (2) the immediate perceptual level, (3) the retention or learning level, and (4) the behavior level. Research at each level is discussed.
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Joseph T. Plummer (1971) studied this question.