TY  - BOOK
AU  - Dutka,Solomon
ED  - Association of National Advertisers.
TI  - DAGMAR: defining advertising goals for measured advertising results
SN  - 0844234222
U1  - 659.11 
PY  - 1995///
CY  - Lincolnwood, Ill.
PB  - NTC Business Books
KW  - Advertising
KW  - Evaluation
N1  - At head of title: Association of National Advertisers; Part 1. The; power of an objective --; Part 2; How to go about the job of defining advertising goals --; Part 3. The; meaning of measured advertising results --; Part 4; Advertising's purpose in your business --; Part 5; Brief examples illustrating the definition of advertising goals
ER  -