BogartLeo. Strategy in Advertising.New York: Harcourt, Brace & World, 1967.
2.
CoplandBrian D.The Study of Attention Value.London: Business Publications, 1958.
3.
SilkAlvin J. and GeigerFrank P. “Advertisement Size and the Relationship Between Product Usage and Advertising Exposure,” Journal of Marketing Research, 9 (February 1972), 22–6.
4.
SmithStewart A. “Factors Influencing the Relationship Between Buying Plans and Ad Readership,” Journal of Marketing Research, 2 (February 1965), 40–4.