Author: Robert Liljenwall
Publisher: Point-of-Purchase Advertising Intl
ISBN: 9780970709912
Category : Business & Economics
Languages : en
Pages : 252
Book Description
The Power of Point-of-Purchase Advertising
Author: Robert Liljenwall
Publisher: Point-of-Purchase Advertising Intl
ISBN: 9780970709912
Category : Business & Economics
Languages : en
Pages : 252
Book Description
Publisher: Point-of-Purchase Advertising Intl
ISBN: 9780970709912
Category : Business & Economics
Languages : en
Pages : 252
Book Description
Advertising Exposure at the Point of Purchase
Author: Point of Purchase Advertising Institute
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 27
Book Description
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 27
Book Description
Advertising Exposure, Memory and Choice
Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134757050
Category : Business & Economics
Languages : en
Pages : 389
Book Description
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Publisher: Psychology Press
ISBN: 1134757050
Category : Business & Economics
Languages : en
Pages : 389
Book Description
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
The Effect of Advertising and Display
Author: Robert East
Publisher: Springer Science & Business Media
ISBN: 0387233776
Category : Business & Economics
Languages : en
Pages : 125
Book Description
Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.
Publisher: Springer Science & Business Media
ISBN: 0387233776
Category : Business & Economics
Languages : en
Pages : 125
Book Description
Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.
Advertising Exposure, Loyalty, and Brand Purchase
Author: Gerard J. Tellis
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 29
Book Description
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 29
Book Description
Advertising Exposure, Memory and Choice
Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134756984
Category : Business & Economics
Languages : en
Pages : 359
Book Description
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Publisher: Psychology Press
ISBN: 1134756984
Category : Business & Economics
Languages : en
Pages : 359
Book Description
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
When Ads Work
Author: David M Jones
Publisher: Routledge
ISBN: 1317452119
Category : Business & Economics
Languages : en
Pages : 200
Book Description
The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Publisher: Routledge
ISBN: 1317452119
Category : Business & Economics
Languages : en
Pages : 200
Book Description
The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Advertising Exposure, Loyality, and Brand Purchase
Author: Gerard J. Tellis
Publisher:
ISBN:
Category :
Languages : en
Pages : 29
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages : 29
Book Description
Measuring the Effectiveness of Point of Purchase Advertising
Author: James C. Holly
Publisher:
ISBN:
Category :
Languages : en
Pages :
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages :
Book Description
Preventing Tobacco Use Among Young People
Author:
Publisher:
ISBN:
Category : Smoking
Languages : en
Pages : 330
Book Description
Publisher:
ISBN:
Category : Smoking
Languages : en
Pages : 330
Book Description