| Autor:|| edited for the American Marketing Association by John J. Wheatley. |
| Aut. Analit.:|| American Marketing Association Wheatley, John J., ed. |
| Título:|| Measuring advertising effectiveness : selected readings /. |
| P.imprenta: || Homewood, Illinois :. Richard D. Irwin,. 1969. ix, 233 p. ; 23 cm. |
| Notas:|| AMA reprints series|
PARTE 1: Predicting the effects of advertising. PARTE 2: Some theoretical considerations: learning attitudes, persuasibility, and the value of information. PARTE 3: The task of measurement. PARTE 4: Methods of measuring advertising effectiveness: analytic techniques, laboratory methods, recognition and recall, and sales measures. PARTE 5: Media: environmental considerations and scheduling. PARTE 6: Messages: their timing and composition. PARTE 7: The audience: its definition, size and behavior.
| Descriptores_Es:||Impacto de publicidad; Publicidad |