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Copyright © 1997 by Lawrence Erlbaum Associates, Inc.
All rights reserved. No part of this book may be reproduced in any
form, by photostat, microform, retrieval system, or any other
means, without the prior written permission of the publisher.

Lawrence Erlbaum Associates, Inc., Publishers
10 Industrial Avenue
Mahwah, New Jersey 07430

Cover design by Kevin Kall

Library of Congress Cataloging-in-Publication-Data

Measuring advertising effectiveness/edited by William D. Wells.
p. cm.
"Includes edited versions of papers presented at the 1994
Advertising and Consumer Psychology Conference" -- Pref.
Includes bibliographic references and index.
ISBN 0-8058-1901-0 (cloth: alk. paper) ISBN 0-8058-2812-5
(paper: alk. paper
1. Advertising -- Research -- United States -- Congresses.
I. Wells, William D.
HF5815.U5M381996
659.1 -- dc20 96-8021
CIP

Books published by Lawrence Erlbaum Associates are printed on
acid-free paper, and their bindings are chosen for strength and dura-
bility.

Printed in the United States of America

10 9 8 7 6 5 4 3 2

-iv-

Questia, a part of Gale, Cengage Learning. www.questia.com

Publication Information: Book Title: Measuring Advertising Effectiveness. Contributors: William D. Wells - editor. Publisher: Lawrence Erlbaum Associates. Place of Publication: Mahwah, NJ. Publication Year: 1997. Page Number: iv.
    
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