How Advertising Works
Subtitle: The Role of Research
Publisher: Sage Publications, Inc
Published: June 17, 1998
Language: eng
Format: Hardcover
Number of pages: 368
ISBN-13: 9780761912408
Subjects: Advertising industry; Advertising; Business & Economics; Business / Economics / Finance; Business/Economics; Advertising & Promotion; Business & Economics / Advertising & Promotion; Research
First sentence: In 1967, at a seminar on advertising research organized by the European Society for Opinion and Marketing Research (ESOMAR), I gave an invited paper titled, "What Do We Know About How Advertising Works?"