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• catalog alternative "Advertising and promotion strategy.".
• catalog contributor b6313593.
• catalog contributor b6313594.
• catalog contributor b6313595.
• catalog contributor b6313596.
• catalog created "1968.".
• catalog date "1968".
• catalog date "1968.".
• catalog dateCopyrighted "1968.".
• catalog description "Includes bibliographies.".
• catalog description "Part I. Advertising in a social and economic context. Some comments on the role of advertising in the American economy -- Advertising -- A positive approach to advertising -- The informative role of advertising -- The AAAA study on consumer judgment of advertising -- New battleground -- Part II. Behavioral insights into advertising strategy. Clues for advertising -- Probing consumers' minds -- a way to build better advertising, more sales (Printers' Ink) -- Psychological dimensions of consumer decision -- The significance of social stratification in selling -- The case study approach in cross-cultural research -- What is a market?".
• catalog description "Part III. The advertising message. The dilemma of creative advertising -- Creativity molds its personality -- Creating under pressure -- Keep listening to that wee, small voice -- David Ogilvy talks about how he writes copy -- Part IV. Advertising media. The implications of the population explosion for communications -- Building and appraising the media strategy -- Toward better media comparisons -- a general survey -- Computers in media at J. Walter Thompson -- Toward an explicit model for media selection -- Selecting media creatively".
• catalog description "Part V. Advertising research and management. A model for predictive measurements of advertising effectiveness -- The closest thing to measuring advertising effectiveness -- A perfect measurement of advertising's contribution to marketing -- The declining market for pigs in pokes -- What top management should expect from the advertising-marketing marriage -- Advertising objectives, control, and the measurement controversy -- Creative advertising planning -- How advertising performance depends on other marketing factors -- Does advertising belong in the capital budget?".
• catalog extent "x, 301 p.".
• catalog hasFormat "Readings in advertising and promotion strategy.".
• catalog isFormatOf "Readings in advertising and promotion strategy.".
• catalog issued "1968".
• catalog issued "1968.".
• catalog language "eng".
• catalog publisher "Homewood, Ill., R. D. Irwin,".
• catalog relation "Readings in advertising and promotion strategy.".
• catalog subject "659.1/08".
• catalog subject "Advertising.".
• catalog subject "HF5823 .B258".
• catalog subject "Sales promotion.".
• catalog tableOfContents "Part I. Advertising in a social and economic context. Some comments on the role of advertising in the American economy -- Advertising -- A positive approach to advertising -- The informative role of advertising -- The AAAA study on consumer judgment of advertising -- New battleground -- Part II. Behavioral insights into advertising strategy. Clues for advertising -- Probing consumers' minds -- a way to build better advertising, more sales (Printers' Ink) -- Psychological dimensions of consumer decision -- The significance of social stratification in selling -- The case study approach in cross-cultural research -- What is a market?".
• catalog tableOfContents "Part III. The advertising message. The dilemma of creative advertising -- Creativity molds its personality -- Creating under pressure -- Keep listening to that wee, small voice -- David Ogilvy talks about how he writes copy -- Part IV. Advertising media. The implications of the population explosion for communications -- Building and appraising the media strategy -- Toward better media comparisons -- a general survey -- Computers in media at J. Walter Thompson -- Toward an explicit model for media selection -- Selecting media creatively".
• catalog tableOfContents "Part V. Advertising research and management. A model for predictive measurements of advertising effectiveness -- The closest thing to measuring advertising effectiveness -- A perfect measurement of advertising's contribution to marketing -- The declining market for pigs in pokes -- What top management should expect from the advertising-marketing marriage -- Advertising objectives, control, and the measurement controversy -- Creative advertising planning -- How advertising performance depends on other marketing factors -- Does advertising belong in the capital budget?".
• catalog title "Advertising and promotion strategy.".
• catalog title "Readings in advertising and promotion strategy. [Compiled by] Arnold M. Barban [and] C. H. Sandage.".
• catalog type "text".