The Perceived Informativeness of National and Retail Advertising
Format of Original
Taylor & Francis
Current Issues and Research in Advertising
Original Item ID
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.
King, Karen Whitehall; Reid, Leonard N.; Tinkham, Spencer F.; and Pokrywczynski, James, "The Perceived Informativeness of National and Retail Advertising" (1987). College of Communication Faculty Research and Publications. 184.