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| Author: | Cook, W. |
| Title: | Feast your eyes on the N.A.B. |
| Journal: | Journal of Advertising Research
1988 : APR/MAY, VOL. 28:2, p.7 |
| Index terms: | ADVERTISING MEDIA READERSHIP SURVEYS CONSUMER INFORMATION |
| Language: | eng |
| Abstract: | Advertisers must understand how the intended audience will be consuming the media where the advertising message will be placed. To understand media consumption completely, incidental learning must be studied. Leo Bogart and his colleagues at the Newspaper Advertising Bureau have worked on building a more complete picture of newspaper readership behaviour. |
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