The changing face of advertising research in the information age: An arf copy research council survey: An arf copy research council survey

Journal of Advertising Research

Volumn 36, Issue 1, 1996, Pages 55-71

  Cook, William A ^a   Dunn, Theodore F ^b  

^a William Cook Company   (United States)

^b Advertising Research Foundation   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0010738426     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.1017/S0021849996960079     Document Type: Article

References (7)

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2. Clancy, Kevin J., and Robert S. Shulman. The Marketing Revolution. New York: Harper Business, 1991.
3. Haley, Russell I. “The ARF Copy Research Validity Project: How It Will Add Value to Future Advertising Decisions.” In Transcript Proceedings of the Seventh Annual ARF Copy Research Workshop. New York: Advertising Research Foundation, 1990.
4. Haley, Russell I., and Allan L. Baldinger. “The ARF Copy Research Validity Project.” Journal of Advertising Research 31, 2 (1991): 11–32.
5. Leckenby, John D., and Heejin Kim. “How Media Directors View Reach/Frequency Estimation: Now and A Decade Ago.” Journal of Advertising Research 34, 5 (1994): 9–21.
6. Mehta, Abhilasha. “How Advertising Response Modeling Can Increase Ad Effectiveness.” Journal of Advertising Research 34, 3 (1994): 62–74.
7. Zaltman, Gerald, and Christine Moorman. “The Management and Use of Advertising Research.” Journal of Advertising Research 28, 6 (1989): 11–18.