A reply to Heller's note

Abstract

The present author responds to N. Heller's comments on an article by the present author entitled "Measuring exposure to advertisements" (Journal of Applied Psychology, 1951, 35, 77-78). The present author clarifies his position in response to Heller's counter-assumptions of the assumptions he feels were made in the original article. (PsycInfo Database Record (c) 2025 APA, all rights reserved)