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Measuring advertising effectiveness /

Lucas, Darrell Blaine, 1902-

Measuring advertising effectiveness / [by] Darrell Blaine Lucas [and] Steuart Henderson Britt. - New York : McGraw-Hill , [1963] - 399 p. : ill ; 24 cm.

Includes bibliography.

Subjects--Topical Terms:
Advertising--United States.

Dewey Class. No.: 659.1 / LUM 1963

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