Measuring advertising effectiveness

Date of publication: June 15, 1963

Abstract:

Professor Lucas and I have tried to bring together in one volume the most up-to-date information on two of the most important phases of advertising; 1. The measurement of advertising messages, and 2. the measurement of advertising media. It is too bad that most advertising men say that they believe in advertising research, whereas actually most of them do not believe in it at all (or certainly not enough).

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