@book{76886,
	author = {Lucas, Darrell Blaine and Britt, Steuart Henderson},
	title = {Measuring advertising effectiveness},
	publisher = {McGraw-Hill},
	year = {1963.},
	series = {The History of advertising},
	address = {New York},
	note = {Reprint. Originally published: New York : McGraw-Hill, c1963.}
}