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).
Research Papers
Advertising research
Catalogue: Consumer Market Research Handbook
Author: Mark R. C. Lovell
 
August 1, 1986
Research Papers
Media research in the Netherlands 1970-1980
Catalogue: Seminar 1980: Media Measurement And Media Choice
Author: Hans Elzinga
 
June 15, 1980
