TITLE

Need new ways to measure effects of ads on purchasing

PUB. DATE
December 1981
SOURCE
Marketing News;12/11/1981, Vol. 15 Issue 12, p15
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
18761049

 

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