New directions for advertising pretesting research /

Bibliographic Details
Main Author:	Ray, Michael L.
Corporate Author:	Marketing Science Institute
Other Authors:	Ward, Scott, 1942-, Reed, Jerome B.
Format:	Book
Language:	English
Published:	Cambridge, Mass. : Marketing Science Institute, 1974 or 1975.
Series:	Working paper (Marketing Science Institute) Preliminary research report (Marketing Science Institute)
Subjects:	Television advertising. Drug abuse.

Description
Item Description:	"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)."
Physical Description:	42 pages ; 28 cm.
Bibliography:	Bibliography: pages 39-40.