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Author: William D. Wells
Publisher: Psychology Press
ISBN: 1317779509
Category : Business & Economics
Languages : en
Pages : 424
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Book 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.
Author: William D. Wells
Publisher: Psychology Press
ISBN: 1317779509
Category : Business & Economics
Languages : en
Pages : 424
Get Book
Book 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.
Author: William D. Wells
Publisher: Psychology Press
ISBN: 1317779517
Category : Business & Economics
Languages : en
Pages : 419
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Book 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.
Author: Darrell Blaine Lucas
Publisher:
ISBN: 9781258442033
Category :
Languages : en
Pages : 410
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Book Description
Author: Darrell Blaine Lucas
Publisher: Facsimiles-Garl
ISBN:
Category : Business & Economics
Languages : en
Pages : 432
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Book Description
Author: Gerard J. Tellis
Publisher: SAGE Publications
ISBN: 1452262713
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Author: John L. Palshaw
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 110
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Book Description
Author: John J. Wheatley
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 233
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Book Description
Author: Bobby J. Calder
Publisher: John Wiley & Sons
ISBN: 1118429117
Category : Business & Economics
Languages : en
Pages : 324
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Book Description
In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.
Author: Zsolt Katona
Publisher:
ISBN: 9781526444400
Category : Internet advertising
Languages : en
Pages :
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Book Description
The case describes an experiment designed to measure the effectiveness of an online display advertising campaign. After running the campaign for their client, Rocket Fuel's analysts are tasked with proving that the campaign was effective and had a positive return on investment (ROI). The experiment involves randomly assigning Internet users to a test or a control group based on cookies that uniquely identify each user visiting a site where Rocket Fuel can place an ad. Users in the test group see an ad for a newly released handbag by TaskaBella, Rocket Fuel's client. Users in the control group are shown a public service announcement that is unrelated to the advertised product. Based on the unique IDs, Rocket Fuel is able to track which users eventually purchased a handbag from TaskaBella, allowing the analysts to discern the effectiveness of the campaign. A detailed data set (rocketfuel_data.csv) is provided with the case that allows students to conduct their own analysis.
Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134756984
Category : Business & Economics
Languages : en
Pages : 359
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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.
