Every advertiser and every advertising agency want to find better ways to measure advertising
effectiveness. So does every sincere student of advertising. This book should be of help in …

This volume is intended for students and practitioners of advertising and of psychology. It is
designed as a text for use in colleges, schools of commerce and business, and other …

… STEUART HENDERSON BRITT The author is president of Britt and Frerichs, Inc., a
Chicago-based marketing research and marketing consulting firm and a faculty member in …

AN ANALYSIS of the strategy of con-n. sumer motivation does not imply one easy lesson in"
how to win consumers and influence customers." But it does imply a more thorough …

In revising this book (see 15: 3064), Britt has retained the same order of chapters and sections,
but new concepts and materials have been included in each chapter, and more than 200 …

This article is the author's second on the subject of corporate imagery to appear in Business
Horizons. The first, which appeared in the February issue, emphasized that a company's …

An occupational survey" has revealed findings along the same lines. In this study, a
questionnaire was sent to 327 technology and chemistry majors who had graduated from a large …

Because all selling takes place in the mind of the consumer, the chief executive officer of
any company ought to be concerned about his corporate imagery mix. He must first take into …

The fact that blood-grouping tests can often prove non-parentage (either non-paternity or
non-maternity) has been slow to filter into the legal consciousness. Facts accepted by scientists …

So you think you can write effectively. Are you sure? The mere fact that you know how to
wiggle a pen or pencil across a sheet of paper, hit the right keys on a typewriter, or talk words …