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Research papers

Toward better media comparison

This committee was established in response to an industry need for clarification of the issues involved in measuring the effectiveness of advertising through media. Now the committee has recommended, and ARF’s Board of Directors has agreed, that...

Catalogue: ARF Guidelines Handbook
Authors: Seymour Banks, Stanley Canter, Richard F. Casey, Paul E. J. Gerhold, Jack R. Green, Robert E. Hughes, John H. Kofron, Frank W. Mansfield, Herbert M. Steele
June 15, 1971
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Citation

Banks et al. (1971a, June 15). Toward better media comparison. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/toward-better-media-comparison