Book Review: A significant contribution to concept and technique in media research

Appel Valentine and Blum Milton L. “Ad Recognition and Respondent Set,” Journal of Advertising Research, 1 (June 1961), 13–21.

Krugman Herbert E. “The Measurement of Advertising Involvement,” Public Opinion Quarterly, 30 (Winter 1966–67), 583–96.

Lockwood Thornton C. “How Communication Works,” Proceedings. 15th Annual Conference, Advertising Research Foundation, 1969, 51–6.

Marder Eric and David Morton . “Recognition of Ad Elements: Recall or Projection?” Journal of Advertising Research, 1 (December 1961), 23–5.