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The closest thing to measuring advertising effectiveness
Kernan, Jerome B.; McNeal, James U. - In: Business horizons 7 (1964) 4, pp. 73-80
Persistent link: https://www.econbiz.de/10002179102
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How advertisers can use learning theory : mass marketing requires mass communications
Kangun, Norman - In: Business horizons 11 (1968) 2, pp. 29-40
Persistent link: https://www.econbiz.de/10002182998
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Advertising expenditure models: State of the art and prospects
Green, Paul E.; Green, Patrick J.; FitzRoy, Peter T. - In: Business horizons 9 (1966) 2, pp. 73-80
Persistent link: https://www.econbiz.de/10002539061
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Measuring advertising effectiveness: Use of the PTM
Grossack, Irvin M.; Kelly, Robert F. - In: Business horizons 6 (1963) 3, pp. 83-88
Persistent link: https://www.econbiz.de/10002543457