In the perception of mass communication, different personality traits favor reader-oriented and company-oriented advertisements. Experimental results also suggest that personality types (extraverts and introverts) perceive mass communication differently.
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References
1.
College Placement Annual 1969, Bethlehem, Pa., College Placement Council, 1968, pp. 1–695.
2.
OsgoodCharles E.SuciGeorge J.TannenbaumPercy H., The Measurement of Meaning, Urbana, University of Illinois Press, 1957.
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The questions relative to Business Communication served to eliminate students from the investigation who were either enrolled in the course or who had previously taken the course. These students were not included in the study because they had been conditioned and exposed to reader-oriented writing in the Business Communication course.
4.
EngelJames F.WalesHugh G.WarshawMartin R., Promotional Strategy, Homewood, Ill., Richard D. Irwin, 1967, p. 267.
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Means and “t” values for the 4 recruitment ads may be obtained by writing to the author.
6.
HansenHarry L., Marketing: Text, Cases, and Readings, Homewood, Ill., Richard D. Irwin, 1961, p. 284.
