Lucas, Darrell Blaine <br/><br/>
Measuring advertising effectiveness/ 
Darrell Blaine Lucas and Steuart Henderson Britt 
 - New York:  McGraw-Hill,  c1963 
 - xi, 399 p.;  23 cm. 
 - Mc Graw - Hill series in marketing and advertising .
<br/><br/> Includes index 
<br/><br/><label>ISBN: </label> $ 45.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising<br/>Advertising media planning<br/>Sales promotion
<br/><br/><label>Dewey Class. No.: </label>659.1