Need new ways to measure effects of ads on purchasing

December 1981
Marketing News;12/11/1981, Vol. 15 Issue 12, p15
Trade Publication
Reports on the importance of technologically advanced measurement systems for the measurement of the effects of advertising on purchasing, according to Allan S. Kalish, president of Kalish and Rice Inc. Way by which AIM from Arbitron measures audience; Change in the psychographics of the marketplace; Step taken by newspapers in response to the trend.


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