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- W2075085469 abstract "Abstract This investigation explores the factors which lead to miscomprehension of television advertisements. Findings indicate that meaningful differences in both the receivers of the message and the message content itself can account for the degree of miscomprehension of television communications. Implications for message development are discussed." @default.
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- W2075085469 date "1984-06-01" @default.
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- W2075085469 title "Sources of Miscomprehension in Television Advertising" @default.
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- W2075085469 doi "https://doi.org/10.1080/00913367.1984.10672883" @default.
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