This pioneering behavioral study provided the basis for much of later radio research. It dealt first with the "mental setting", or the structure of the radio industry. The second part gave a detailed analysis of the role of different voices on the air and how listeners perceived what they heard. "Practical Interpretations" took the first two parts and applied them specifically to program preparation, programming in general, advertising effectiveness, and educational programming. Much of the material was presented in 45 ...

The Psychology of Radio 1980, Arno Press

ISBN-13: 9780405035746