The Comprehension and Miscomprehension of Print Communication

ISBN-13: 9780805800876 / Angielski / Twarda / 1987 / 300 str.

Jacob Jacoby;Jacoby; Wayne D. Hoyer

Opis

First Published in 1987. Routledge is an imprint of Taylor & Francis, an informa company.

Recenzje

"While there is room for quibbling on some points, the fact is that this study represents the best empirical evidence currently available on the comprehension of printed advertising and editorial content. It provides a baseline of sorts against which to work in succeeding research."
—Publishers' Auxilliary

"This is not simply another study of television commercials. For the first time we have a broad-based comparative study, measuring the comprehension and miscomprehension of television commercials, local and network news shows, popular adventure series, serial-type mystery shows, and public service announcements."
—Alfred J. Seaman
Graduate School of Business Administration, NYU

Spis treści

PART I: INTRODUCTION Chapter 1. The Historical Context PART II: CONCEPTUAL ANDMETHODOLOGICAL UNDERPINNINGS Chapter 2: Conceptual Foundations Chapter 3. Methodology PART III: THE FINDINGS AND THEIR IMPLICATIONS Chapter 4. Findings Chapter 5. Conclusions, Implications, and Future Directions

O autorze

Jacob Jacoby Merchants Council Professor f Retail Management and Consumer Behavior, New York University; Wayne D. Hoyer Associate Professor of Marketing University of Texas at Austin