Back to Search
Start Over
Is It Time to Discard the Audience Concept?
- Source :
- Journal of Marketing; Jan1966, Vol. 30 Issue 1, p47-54, 8p, 1 Black and White Photograph
- Publication Year :
- 1966
-
Abstract
- Marketers often take the term "audience" for granted in evaluating advertising campaigns. But Dr. Leo Bogart presents a case against such uncritical use, arguing that the term has been applied to quite different kinds of measurement, some of dubious validity. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00222429
- Volume :
- 30
- Issue :
- 1
- Database :
- Complementary Index
- Journal :
- Journal of Marketing
- Publication Type :
- Academic Journal
- Accession number :
- 4997524
- Full Text :
- https://doi.org/10.2307/1249597