Measuring advertising effectiveness /
Lucas, Darrell Blaine, 1902-
Measuring advertising effectiveness / Darrell Blaine Lucas, Steuart Henderson Britt. - New York : McGraw-Hill book company, c1963. - xi, 399 p. : ill. ; 23 cm. - The History of advertising .
Includes bibliographical references and index.
Advertising--Research.
Advertising media planning.
659.1 / LUM 1963
Measuring advertising effectiveness / Darrell Blaine Lucas, Steuart Henderson Britt. - New York : McGraw-Hill book company, c1963. - xi, 399 p. : ill. ; 23 cm. - The History of advertising .
Includes bibliographical references and index.
Advertising--Research.
Advertising media planning.
659.1 / LUM 1963