Lucas, Darrell Blaine,  1902- <br/><br/>
Measuring advertising effectiveness / 
[by] Darrell Blaine Lucas [and] Steuart Henderson Britt. 
 - New York :  McGraw-Hill ,  [1963] 
 - 399 p. :  ill ;  24 cm. 
<br/><br/>Includes bibliography. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--United States.
<br/><br/><label>Dewey Class. No.: </label>659.1  / LUM 1963