References: The Measurement of Advertising Communication: Some Considerations

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References

Leavitt , Clark . 1968 . “Response Structure: A Determinant of Recall,” . Journal of Advertising Research , 8 ( 3 ) : 3 – 6 .
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Schramm , Wilbur . 1971 . “The Nature of Communication Between Humans” . In The Process and Effects of Mass Communication , Edited by: Schramm , Wilbur and Roberts , Donald F. Urbana , Illinois : University of Illinois Press .
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Stephenson , William . 1967 . The Play Theory of Mass Communication , Chicago : The University of Chicago Press .
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