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TitleStrategy in advertising
Author Leo Bogart
Imprint New York : Harcourt Brace & World, Inc., 1967
Edition 1st ed
Descript 336 p. : ill.; 23 cm


Advertising on the American scene -- Deciding how much to spend and where -- Advertising strategists in action -- Persuasion and the marketing plan -- Understanding media -- Getting the message through -- Reach versus frequency and the third dimension -- The uses of repetition -- Market segmentation -- The concept of audience -- Cost per thousand what -- The computer: friend or foe -- On measuring effects


Communication Arts Library659.1 B674S 1967CHECK SHELVES
Veterinary Science LibraryHF5415 .B64S 1967CHECK SHELVES
Communication Arts Library659.1 B674S 1967CHECK SHELVES

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