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The title of this expose might possibly be misleading as it does not concern an entirely new method of measuring advertising penetration by some simple formula. It is concerned rather with a process of analysis, using as a basis information which in...
This paper appears to he immediately concerned with advertising penetration. I propose to suggest that more formal analysis of the general notions used in marketing is extremely relevant and practical. There is a special reason for taking advertising...
Godwin, R. D. (1962a, June 15). Some problems in the definition and measurement of advertising penetration; and an enquiry into two alternative methods for measuring one component. ANA - ESOMAR. Retrieved December 09, 2023, from