Lucas, Darrell Blaine, 1902-1995.

Advertising psychology and research an introductory book / [electronic resource] : by Darrell Blaine Lucas and Steuart Henderson Britt. - 1st ed. - New York : McGraw-Hill, 1950. - xi, 765 p. : ill. (some col.) ; 24 cm.

Includes index.

Includes bibliographies.

"This volume is intended for students and practitioners of advertising and of psychology. It is designed as a text for use in colleges, schools of commerce and business, and other technical schools. It is also written for those people in advertising agencies and in industrial concerns who are interested in the principles of advertising psychology and research. This is not just another book on advertising, for it combines psychological principles of advertising with extensive application of practical research methods. However, this volume is not intended to be all-embracing of every aspect and viewpoint of the field of advertising. For example, it does not include detailed facts on marketing, merchandising, media, and public relations. Neither is this a general textbook of advertising procedure. Instead, the purpose has been to select those materials which will be most useful in gaining an understanding of the psychology of advertising"--Preface. (PsycINFO Database Record (c) 2010 APA, all rights reserved).

Electronic reproduction.
Washington, D.C. :
American Psychological Association,
Available via World Wide Web.
Access limited by licensing agreement.

Advertising research.
Advertising--Psychological aspects.
Advertising as Topic

HF5822 / .L78 1950


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