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cratic selection - Some waste
- Credibility and circulation
Prestige - No guarantee of
- Long Shelf Life position in

magazine
- Rates expensive
Direct Mail - Directed to - Expensive per

targeted unit
customers - Can be easy lost
- Lower waste in other mail

than mass culter
mediums

10. Summarize the text.

Text 4

SEVEN MYTHS ABOUT MEDIA EFFECTS
By Douglas A. Gentile
20
Arturo Sesma Jr.
Myth 1. Media effects are simple and direct.
Each of the examples above describes what appear to be simple
and direct effects on children imitating what they have seen. Yet the

effects of media are not simple; neither are they usually direct. Most
media effects are cumulative and subtle, even when they are designed to
influence behavior. This subtlety masks remarkable power and

persuasiveness. For example, research on advertisements demonstrates
that attitudes and purchase behavior can be altered by as few as two or
three exposures to an advertisement (Woodward & Denton, 2000). Yet,
as we watch or drive past advertisements we don’t feel our opinions

changing. The effects of media usually happen at a level of which we are
not consciously aware. Advertisements, for example, are designed to
influence and are successful at influencing brand awareness, brand

preferences, brand usage, and brand loyalty (e.g., Gentile, Walsh,
Bloomgren, Atti, & Norman, 2001). We rarely notice that

20
Douglas A. Gentile Seven Myths about Media Effects / Gentile A. Douglas, Sesma
Arturo. – Available at : http://www.psychology.iastate.edu/faculty/dgentile/106027_02.
pdf