UID:
edocfu_9959128050902883
Format:
1 online resource(xiv,486 p.) :
,
illustrations.
Edition:
Electronic reproduction. : Harvard University Press, 1946. Mode of access: World Wide Web.
Edition:
System requirements: Web browser.
Edition:
Access may be restricted to users at subscribing institutions.
ISBN:
9780674188938
Note:
Frontmatter --
,
FOREWORD --
,
PREFACE --
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CONTENTS --
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EXHIBITS --
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CHAPTER I. Newspapers in a Dynamic World --
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CHAPTER II. Charting Our Course in a Study of the Market --
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CHAPTER III. Some Statistics on the Changes in National Newspaper Advertising --
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CHAPTER IV. Attitudes and Media Practices of Large Companies Using Nonselected Distribution --
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CHAPTER V. Newspapers as a Supplementary and Special Objective Advertising Medium of Companies Using Nonselected Distribution --
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CHAPTER VI. Newspapers as the Basic Advertising Medium of Companies Using Nonselected Distribution --
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CHAPTER VII. The Use of Newspapers by Companies Using Selected Distribution --
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CHAPTER VIII. Other Newspaper Advertisers --
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CHAPTER IX. Summary of the Market for National Advertising in Newspapers --
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CHAPTER X. Characteristics of Newspapers Which Influence Their Marketing --
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CHAPTER XI. The Effectiveness of Newspapers’ Marketing of Space–a Summary View --
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CHAPTER XII. The Selling Procedures of Newspapers --
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CHAPTER XIII. Bases for Improving Sales Procedures --
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CHAPTER XIV. Branch Offices and Special Representative Firms --
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CHAPTER XV. Cooperative Selling by Groups of Newspapers --
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CHAPTER XVI. Newspaper Research: Studies Carried on by Newspapers --
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CHAPTER XVII. Newspaper Research: Appraisal of its Effectiveness --
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CHAPTER XVIII. The Merchandising Services of Newspapers --
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CHAPTER XIX. Problems of Rate Structures --
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SOURCE REFERENCES --
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INDEX.
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Also available in print edition.
,
In English.
Additional Edition:
ISBN 9780674186446
Language:
English
DOI:
10.4159/harvard.9780674188938
URL:
https://doi.org/10.4159/harvard.9780674188938
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