TY  - BOOK
AU  - Davis Joel J
TI  - Advertising research:  Theory and practice   
SN  - 0132218135
U1  - X:513b4, N7 
PY  - 1997///
CY  - New Jersey 
PB  - Prentice-Hall         
KW  - Advertising
N1  - Appendix: p 661-690
ER  -