Marketing Strategy Category
Psychology in Media Strategy was edited by Leo Bogart. This work is a collection of papers presented at a 1965 symposium sponsored by the American Marketing Association’s media research committee. These papers and discussion transcripts explain the contribution of experimental psychology in the field of marketing and advertising, as well as open up vast research opportunities in this topic. This volume also contains Dr. Herbert Krugman’s 1965 presidential address before the American Association for Public Opinion Research.