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Some Comments on the Role of Advertising in the American
AdvertisingA Critics View Colston E Warne
A Positive Approach to Advertising C H Sandage
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advertising expenditures advertising messages Advertising Research Advertising Research Foundation agency American American Marketing Association appeal approach areas attitudes audience basic behavior Benton & Bowles brand brand loyalty Brand X campaign characteristics Chord Organ client commercial communication competitive concept consumer copy copywriter corporate cost creative decisions distribution economic effect of advertising efficient evaluation example exposure exposure value fact factors firm function goal idea important income increase industry learning Leo Burnett magazines mass media measure media plan media selection medium ment motivation outlays package percent potential problem product differentiation profit promotional investments prospects purchase relationship relative response retail role segments selling social class specific steps strategy sumer television things tion Upper-Middle users variables vertising write