Development of a forced choice instrument to measure television station images
Malachi C. Topping · OhioLink ETD Center (Ohio Library and Information Network) · 1965
The economic impact of te le v is io n and rad io broadcasting on the United S ta te s i s e a s ie r to record than the psychological and so cio lo g ical changes i t has engendered.T elevision alone had gross proceeds of nearly one and one-half b i l l i o n d o lla r s in 1 9 6 2 .^The proceeds are paid to te le v is io n s ta tio n s and networks so t h a t businesses and o th ers may a d v e rtise th e ir goods and serv ices fo r s a le .I t should be noted th a t a d v e r tis e r s normally do not pay te le v is io n s ta tio n s d ir e c tly for Wilbur Schramm, R e sp o n sib ility in Mass Communlcations (New York: Harper and Row P u b lish ers, 1957), p .52. ^W.Y. E l l i o t t , "The Limits and Competence of Public Opinion," in The C itizen and the News (Milwaukee: The Marquette U niversity Press, 1 9 6 2 ).p . 5 3 .3 B r o a d c a s tin g , o p .c i t . .p .13-3