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Measuring Advertising Effectiveness

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Academic Advertising Research
Ad Scoring
advanced advertising effectiveness measurement
Advertising Effects
Advertising Likability
Advertising Research
attitude
brand
Brand Attitude
brand attitude formation
Brand Attitude Measure
Brand Contacts
category
Category=GPF
Category=JHBC
Category=JM
Category=KJSA
cognitive
Cognitive Response Approaches
cognitive response theory
consumer behavior analysis
copy
Cranberry Sauce
DDB Needham Worldwide
Elm Model
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
experimental design methods
Grey Poupon
Higher Knowledge Consumers
listing
Low Knowledge Consumers
Means End Chain
Measuring Advertising Effectiveness
MECCAS Model
media context effects
Michigan State University
OLS Regression
Peripheral Cues
pretesting advertising strategies
product
response
tests
thought
Tv Commercial
USA Network
Washington State University
Young Man

Product details

  • ISBN 9780805828122
  • Weight: 780g
  • Dimensions: 152 x 229mm
  • Publication Date: 01 May 1997
  • Publisher: Taylor & Francis Inc
  • Publication City/Country: US
  • Product Form: Paperback
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Description

This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising.

Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.