New directions for advertising pretesting research

Author(s)

• Ray, Michael L.
• Ward, Scott
• Reed, Jerome B.
• Marketing Science Institute
• National Institute of Mental Health (U.S.)

Bibliographic Information

New directions for advertising pretesting research

by Michael L. Ray, Scott Ward, Jerome B. Reed

（Working paper）（Preliminary research report）

Marketing Science Institute, [197-]

Note

"Summary report on an MSI special project: 'Experimentation to Improve Pretesting of Anti-Drug Abuse Education and Information Campaigns,' by Michael L. Ray, Scott Ward, and Gerald Lesser"

"Research supported by the National Institute of Mental Health (contract NIMH-oc-72-156)"

Bibliography: p. 39-40

Details

• NCID: BB0047757X
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Cambridge, Mass.
• Pages/Volumes: 42 p.
• Size: 28 cm
• Subject Headings:
  • LCSH : Television advertising
  • LCSH : Drug abuse
• Parent Bibliography ID:
  • BA1711542X
  • BA63622177