Measuring advertising effectiveness (Record no. 21451)

000 -LEADER
fixed length control field 04849nam a22003611 4500
001 - CONTROL NUMBER
control field apa07621216
003 - CONTROL NUMBER IDENTIFIER
control field DcWaAPA
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20160317080122.0
006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION
fixed length control field m d
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION
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008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 110707s1963 nyua sb 001 0 eng d
040 ## - CATALOGING SOURCE
Original cataloging agency DcWaAPA
043 ## - GEOGRAPHIC AREA CODE
Geographic area code n-us---
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5813.U6
Item number L8 1963
082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.1
Edition number 22
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Lucas, Darrell Blaine,
Dates associated with a name 1902-1995.
245 10 - TITLE STATEMENT
Title Measuring advertising effectiveness
Medium [electronic resource] /
Statement of responsibility, etc [by] Darrell Blaine Lucas [and] Steuart Henderson Britt.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc New York :
Name of publisher, distributor, etc McGraw-Hill,
Date of publication, distribution, etc [1963]
300 ## - PHYSICAL DESCRIPTION
Extent 399 p. :
Other physical details ill. ;
Dimensions 24 cm.
490 1# - SERIES STATEMENT
Series statement McGraw-Hill series in marketing and advertising
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references and index.
520 ## - SUMMARY, ETC.
Summary, etc "Every advertiser and every advertising agency want to find better ways to measure advertising effectiveness. So does every sincere student of advertising. This book should be of help in providing descriptions and evaluations of the principal methods of measurement. The measurement of advertising effectiveness involves two different problems. The first problem is that of measuring advertisements or advertising messages. The second problem is that of measuring the media which expose the advertising messages to consumers. The design of an advertising message helps to determine whether people will pay attention to it, whether they will look at it or hear it, whether they will understand it, whether they will remember it, whether it will affect what they do. But the media chosen for the advertising message--newspapers, magazines, radio, television, outdoor posters, card cards, direct mail, and so on, also help to determine the same things. Accordingly, this book is concerned with descriptions and evaluations of the principal methods of advertising research (Part One) and of media research (Part Two). It catalogs the principal methods that are used to try to measure advertising effectiveness. In other words, this is a survey and classification of practical research techniques. But this is not a manual for performing each type of measurement or a volume of how-to-do-it research. The techniques are described and evaluated separately, although in actual practice various methods usually are combined with others. The effective research practitioner blends his own amalgam of research methodology from the kinds of techniques described in this book. He has the responsibility of using various methods in ways most suitable to solve a particular problem"--Chapter. (PsycINFO Database Record (c) 2010 APA, all rights reserved).
520 ## - SUMMARY, ETC.
Summary, etc "This book brings together the most up-to-date information about: 1. Measurement of advertising messages (Part One) 2. Measurement of advertising media (Part Two) In other words, this is a book about creative research and media in the advertising industry of today and with emphasis on practical details. Part One explains both the planning of advertising measurement and the techniques of measuring advertising messages. There are separate chapters on recognition tests, recall and association tests, opinion and attitude ratings, projective methods, laboratory testing and analyses of content, and inquiries and sales measures. Part Two explains the basic media concepts. There are separate chapters on printed-media audiences, television and radio audiences, exposure of advertisements, audiences of advertisements, kinds of people in media audiences, and attitudes of media audiences; the book ends with a discussion of audience accumulations and combinations and the implications of mathematical programming. The text represents the combined efforts of two psychologists, who between them have spent over fifty years in advertising work. To produce this volume, they have drawn upon their psychological knowledge, experience as teachers, their own research studies, and their work as advertising consultants. It is their hope that Measuring Advertising Effectiveness will be useful to students in the classroom and useful also to those people in business who are concerned with the evaluation and improvement in methods of measuring advertising effectiveness"--Book.
530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE
Additional physical form available note Also issued in print.
533 ## - REPRODUCTION NOTE
Type of reproduction Electronic reproduction.
Place of reproduction Washington, D.C. :
Agency responsible for reproduction American Psychological Association,
Date of reproduction 2011.
Note about reproduction Available via World Wide Web.
-- Access limited by licensing agreement.
Fixed-length data elements of reproduction s2011 dcunns
650 #0 - KEYWORDS
Topical term or geographic name as entry element Advertising
Geographic subdivision United States.
650 #2 - KEYWORDS
Topical term or geographic name as entry element Advertising as Topic
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Britt, Steuart Henderson,
Dates associated with a name 1907-
Relator term joint author.
776 0# - ADDITIONAL PHYSICAL FORM ENTRY
Main entry heading Original
Record control number (DLC) 62019764
830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE
Uniform title McGraw-Hill series in marketing and advertising.
856 ## - ELECTRONIC LOCATION AND ACCESS
Public note Fulltext available via EBSCOhost - Shibboleth login required
Uniform Resource Identifier <a href="http://search.ebscohost.com/direct.asp?db=pzh&jid=%22200817027%22&scope=site">http://search.ebscohost.com/direct.asp?db=pzh&jid=%22200817027%22&scope=site</a>
935 ## -
-- 2008-17027-000
Holdings
Withdrawn status Lost status Damaged status Not for loan Collection code Permanent Location Current Location Shelving location Date acquired Full call number Date last seen Price effective from Koha item type Public note
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