A test of four advertisements for "DieHard" batteries.

Croton-on-Hudson, N.Y. : Institute for Motivational Research, Inc., 1968.

Part of : Ernest Dichter papers.

J. Walter Thompson Company.

Sears, Roebuck and Company.

Advertising -- Automobiles -- Batteries -- Rating of.

Automobiles -- Batteries -- Marketing.

Male consumers -- United States -- Attitudes.

DieHard automibile batteries.

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