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advertising American asked attention attitudes audience behavior British Broadcasting Corporation campaign candidate cation channels China circulation communica Communication Research communication system communist consumer daily newspapers decisions developing countries economic Editor & Publisher editors Elihu Katz ence event example exposed film groups headlines Hearst important individual influence instance interest interpersonal issues journalism journalists less magazines major Maoist mass communication mass media material media content media systems medium ment million motion pictures munication National Broadcasting Company needs newspaper circulation officials organization paper party percent person persuasive political programs published radio readers reporters role Saturday Evening Post Schramm social scientists society sources Soviet Union story television tend theory tion United urban newspaper vote voters watch Wilbur Schramm wire services York