TY  - BOOK
AU  - Lucas,Darrell Blaine
AU  - Britt,Steuart Henderson
TI  - Measuring advertising effectiveness
U1  - 659.1 
PY  - 1963///
CY  - New York
PB  - McGraw-Hill book company
KW  - Advertising
KW  - Research
KW  - Advertising media planning
N1  - Includes bibliographical references and index
ER  -