Lucas, Darrell Blaine,  1902- <br/><br/>
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 .
<br/><br/>Includes bibliographical references and index. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--Research.<br/>Advertising media planning.
<br/><br/><label>Dewey Class. No.: </label>659.1  / LUM 1963