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Systems approach to advertising control Grafton, Gary
Abstract
This paper was written to investigate whether or not systems theory could be usefully applied to the control of advertising programs in business. A theoretical framework integrating systems, mass communication and advertising was developed and then applied to an existing real-estate marketing firm. It was concluded that the systems approach can be useful in a practical situation but a great deal of work remains to be done in this area. The paper closes with a number of suggestions for future research.
Item Metadata
Title |
Systems approach to advertising control
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Creator | |
Publisher |
University of British Columbia
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Date Issued |
1969
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Description |
This paper was written to investigate whether or not systems theory could be usefully applied to the control of advertising programs in business. A theoretical framework integrating systems, mass communication and advertising
was developed and then applied to an existing real-estate marketing firm. It was concluded that the systems approach can be useful in a practical
situation but a great deal of work remains to be done in this area. The paper closes with a number of suggestions for future research.
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Genre | |
Type | |
Language |
eng
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Date Available |
2011-06-15
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Provider |
Vancouver : University of British Columbia Library
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Rights |
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.
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DOI |
10.14288/1.0102333
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URI | |
Degree | |
Program | |
Affiliation | |
Degree Grantor |
University of British Columbia
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Campus | |
Scholarly Level |
Graduate
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Aggregated Source Repository |
DSpace
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Item Media
Item Citations and Data
Rights
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.