Newsweek Media Research Index
General Research: Media Effectiveness Research
1968 - JACK B. HASKINS
- HOW TO EVALUATE MASS COMMUNICATIONS - ARF MONOGRAPH
Discussion of controlled field experiment design, vs. other
test designs, to measure effects of mass communications.
1980 - JULIAN L. SIMON AND JOHAN ARNDT - THE SHAPE OF THE
ADVERTISING RESPONSE FUNCTION - JAR, AUGUST 1980
Review of the literature concerning the effects of various
levels of advertising. Results from over 100 experiments show
diminishing returns as amount of advertising increases; not
S-shaped curve.
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