Measuring Advertising Effectiveness
Lucas, Darrell Blaine and Steuart Henderson Britt
From Glued To The Tube Books, Minneapolis, MN, U.S.A.
AbeBooks Seller Since 13 November 2002
Quantity: 1From Glued To The Tube Books, Minneapolis, MN, U.S.A.
AbeBooks Seller Since 13 November 2002
Quantity: 1About this Item
""This book brings together the most up-to-date information about: {1}. Measurement of advertising messages {Part One} {and} {2}. Measurement of advertising media {Part Two}.Part One explains both the planning of advertising measurement and the techniques of measuring of measuring advertising messages.Part Two explains basic media concepts. There are separate chapters on printed-media audiences, television and radio audiences, exposure to advertisements, audiences of advertisements, kinds of people in media audiences, and attitudes of media audiences; the book ends with a discussion of audience accumulations and combinations and the implications of mathematical programming." This book has 399 pages and is illustrated throughout. Seller Inventory # 005147
Bibliographic Details
Title: Measuring Advertising Effectiveness
Publisher: McGraw-Hill Book Company, Inc., New York, New York, U.S.A.
Publication Date: 1963
Binding: Cloth
Condition: Very Good
Dust Jacket Condition: No Jacket
Edition: Not Given
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