ERIC Number: ED144072
Record Type: RIE
Publication Date: 1976
Reference Count: N/A
Advertising Research: The State of the Art.
This book summarizes and appraises current knowledge and practice in the field of advertising research. The material is presented under the following chapter headings: aim and scope, how advertising communicates, how advertising sells, theme research, selecting target audiences, copy research, studies of advertising frequency, media research, budget research, and the future of advertising research. Appendixes listing advertising research reviews and references are included. (RL)
Descriptors: Advertising, Budgeting, Communications, Information Dissemination, Literature Reviews, Marketing, Mass Media, Media Research, Merchandise Information, Merchandising, Public Relations
Association of National Advertisers, Inc., 155 East 44th Street, New York, N.Y. 10017 ($15.00 cloth)
Publication Type: Books
Education Level: N/A
Authoring Institution: Association of National Advertisers, Inc., New York, NY.