ARF model for evaluating media
Subtitle: making the promise a reality
By: by Paul H. Chook.
Contributors: Advertising Research Foundation.; Advertising Research Foundation. Audience Concepts Committee.
Publisher: [Advertising Research Foundation
Published: 1983
Place of publication: [New York, N.Y.] (3 E. 54th St., New York 10022)
Language: eng
Number of pages: 30
Subjects: Advertising media planning.
Notes: Cover title.
Includes "Toward better media comparisons" previously published separately in 1961.
"Address given at the Advertising Research Foundation's Intermedia Comparisons Key Issues Workshop, New York, June 30/July 1, 1983"--P. i.