Chapter 3. Methods of Measuring Effectiveness of Advertising
A Framework to Understand Advertising Effects for Development
of a Model For Evaluating Advertising Campaigns
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Lucas, Darrell Blaine and Steward Handerson Britt, Advertising Psychology and
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Wolfe, Harry Dean, James K Brown and G. Clark Thompson, Measuring
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Lucas and Britt, op, cit., p. 393
Dalbey, Homer M.; Irwin Gross and Yoram Wind; Advertising Measurement and
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Mohan, Manendra, “A Survey of Advertising Themes in 1970's”, Indian
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Wolfe, Haray Dean, et.al., Evaluating Media, 1966, New York: National
Industrial Conference Board.
Krugman, Herbert, E., “Some Applications of Pupil Measurement”, Journal of
Marketing Research, Nov. 1964, pp. 15-19.
Starch, Danial, Measuring Advertising Readership and Results, McGraw-Hill Book
Co., New York, 1966.
Faison, EWJ, Advertising: A Behaviour Approach for Managers, John Wiley & Sons,
New York, Chapter 23.
Lovell, Mark and Jack Potter, Assessing the Effectiveness of Advertising, Business
Books, London, 1975, for details of such techniques and their applications.
Ramond, Charles, “Measurement of Sales Effectivess of Advertising”, In Hand
Book of Advertising Management, Roger Burton, ed., New York: McGraw Hill
Book Company, 1970 pp. 228-9
Krugman, Herbert E, “Memory without Recall, Exposure Without Perception”,
Journal of Advertising Research, 17-4, August 1977, pp. 7-12.