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Chandon, Jean-Louis Jose – 1976
This study attempts to determine which media-exposure models available today are the best. A survey of the literature of the last 20 years is used to provide the basis for assessment of the state of the art of media planning and to draw distinctions between the implicit, naive, subjective, and sophisticated media-exposure models. Discussion of the…
Descriptors: Audiences, Doctoral Dissertations, Evaluation, Mass Media
