Journal of Advertising Research · 1983 · 132 citations · 2 references
Social SciencesBehavioral SciencesCommunicationAudience StudiesMass CommunicationMedia StudiesAudience AttentionAudience ConsumptionAudience ReceptionTelevision AudiencesTelevision ReceptionTelevision StudiesAudience Interpretation Of TelevisionAudience Viewing HabitsBroadcast TelevisionInterruption RulesTelevision Consumption
2
The Measurement of Advertising Involvement
Herbert E. Krugman · Public Opinion Quarterly · 1966 · 464 citations
Business, Communication, Marketing +13