A psychological view of advertising effectiveness

Dichter, Ernest
December 1992
Marketing Management;1992, Vol. 1 Issue 3, p60
In each issue of Marketing Management, we reprint an article appropriate to our cover story from a past issue of our sister publication, the Journal of Marketing. In this issue we offer an edited version of an article that appeared in the July 1949 issue, written by Ernest Dichter. The late Mr. Dichter pioneered the development of motivational research, the depth interview.


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