THIS book arose from a proposal made to the National Institute by the Advertising Associaan that an impartial inquiry should be made into the ecnoomic effects of advertising. The authors have carried out a very difficult task with extreme competence and are to be complimented particularly on their method of presentation. The main emphasis has been placed on the period 1934-38, with the result that we now have a comprehensive statistical survey of advertising expenditure in the United Kingdom for the pre-war years. Figures relating to the revenue of the Press extend to more recent years—up to 1944.
A Statistical Analysis of Advertising Expenditure and of the Revenue of the Press
By Nicholas Kaldor Rodney Silverman. (National Institute of Economic and Social Research, Economic and social Studies, 8.) Pp. xiv + 200. Cambridge At the University Press, 1948.) 15s. net.
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DANIELS, E. A Statistical Analysis of Advertising Expenditure and of the Revenue of the Press. Nature 163, 896 (1949). https://doi.org/10.1038/163896b0