Measuring Advertising Effectiveness

Lucas, Darrell Blaine and Steuart Henderson Britt

Published by McGraw-Hill Book Company, Inc., New York, New York, U.S.A., 1963

About 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