Is advertising still salesmanship?

Journal of Advertising Research

Volumn 37, Issue 3, 1997, Pages 9-15

  Jones, John Philip ^a  

^a SYRACUSE UNIVERSITY   (United States)

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EID: 28244478293     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (15)

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11. -. How Much Is Enough? Getting The Most From Your Advertising Dollar. New York: Simon & Schuster, Lexington Books, 1992.
12. KRUGMAN, HERBERT E. "The Impact of Television Advertising: Learning Without Involvement." Public Opinion Quarterly 29 (1965): 350-356
13. MCDONALD, COLIN. "How Frequently Should You Advertise?" Admap, July/August 1996.
14. OGILVY, DAVID. Ogilvy on Advertising. New York: Crown Publishers, 1983.
15. REICHEL, WALTER. "Beyond 'Effective Frequency': How to Maximize Marketplace Impact Using New Data-Base Approaches to Media Scheduling." In Advertising Research Foundation Effective Frequency Research Day Proceedings. New York: Advertising Research Foundation, 1994.