References

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Sissors, Jack Z. and Petray, E. Reynolds, (1976), Advertising Media Planning, Chicago: Crain Books.

Wainwright, Charles Anthony, (1970), Television Commercials: How to Create Successful TV Advertising, New York: Hasting House Publishers.

Burton, Philip Ward, (1980), Advertising Fundamentals, Columbus, Ohio: Grid Publishing.

Clark, Eric, (1988), The want makers: the world of advertising: how they make you buy, New York: Viking Penguin Inc.

Karp, Robert. E., (1972), Issues in Advertising, New York.

Gensch, Dennis, (1973), Advertising Planning Mathematical Models in Advertising Media Planning, New York: Elsevier Scientific Publishing Company.

Sissors, Jack Z. and Surmanek, Jim, (1982) Advertising Media Planning, 2nd Edition, Lincolnwood, Illinois: National Textbook Company.

Bartos, (1977), "Alfred Politz: Sampling Innovator", Journal of Consumer Research, June, Vol. 17, No. 3, p. 13-15.

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Michman, Ronald D. and Jugenheimer, Donald W., eds., (1976), Strategic Advertising Decisions: Selected Readings, Columbus, Ohio: Grid Publishing.