Peer reviewedERIC Number: EJ259389
Record Type: CIJE
Publication Date: 1981
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Available Date: N/A
The Perceived Utility of Advertising.
O'Keefe, Garrett J.; And Others
Journalism Quarterly, v58 n4 p535-42 Win 1981
Reports that audiences found newspaper advertisements to be more useful than those appearing in other media and that the more exposure a person had to a given medium, the more useful s/he perceived its advertisements to be. (FL)
Descriptors: Advertising, Audiences, Journalism, Media Research, Media Selection, Newspapers, Periodicals, Radio, Television, Use Studies
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: N/A
