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Demand deposits are a costless source of funds and have a high degree of withdrawal risk.
Limited Effects Theory
A communication theory suggesting that media's influence on people's attitudes and behavior is small and limited by individual differences, social categories, and personal relationships.
Media Messages
Information or content that is distributed to the public via various media channels, including news, entertainment, and advertising.
Certain Demographics
Specific groups of the population defined by age, gender, income level, or other attributes for targeted marketing or analysis.
Media Logic
A theory that suggests media determine the thought patterns, processes, and frameworks through which we perceive the world around us.
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