Measuring the Effectiveness of Point of Purchase Advertising PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Measuring the Effectiveness of Point of Purchase Advertising PDF full book. Access full book title Measuring the Effectiveness of Point of Purchase Advertising by James C. Holly. Download full books in PDF and EPUB format.
Author: James C. Holly
Publisher:
ISBN:
Category :
Languages : en
Pages :
Get Book Here
Book Description
Author: James C. Holly
Publisher:
ISBN:
Category :
Languages : en
Pages :
Get Book Here
Book Description
Author: Robert Liljenwall
Publisher: Point-of-Purchase Advertising Intl
ISBN: 9780970709912
Category : Business & Economics
Languages : en
Pages : 252
Get Book Here
Book Description
Author: William D. Wells
Publisher: Psychology Press
ISBN: 1317779517
Category : Business & Economics
Languages : en
Pages : 419
Get Book Here
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: Richard T. Watson
Publisher: Orange Grove Texts Plus
ISBN: 9781616100292
Category : Electronic commerce
Languages : en
Pages : 0
Get Book Here
Book Description
This textbook provides a strategic marketing and managerial perspective of electronic commerce. The research of the four authors provides the basis for the book, allowing for first-hand experience, varied viewpoints, and relevance. Contents: 1) Electronic commerce: An introduction. 2) Electronic commerce technology. 3) Web strategy: Attracting and retaining visitors. 4) Promotion: Integrated Web communications. 5) Promotion & purchase: Measuring effectiveness. 6) Distribution. 7) Service. 8) Pricing. 9) Post-Modernism and the Web: Societal effects.
Author: Stephen Ramocki
Publisher:
ISBN:
Category : Advertising, Point-of-sale
Languages : en
Pages : 26
Get Book Here
Book Description
This paper presents a methodology which is concerned with optimal media selections in view of maximizing sales likelihood. This determination of ideal media combinations is derived from a "probability of purchase model" which divulges the most potent media for a particular product (or product group) as well as yielding a probability of purchase likelihood, given that the mesage in the selected media is witnessed by a potential consumer. Additionally, as an added feature of the model, the degree of market penetration of the advertising message itself is directly obtainable. The approach should be especially useful to advertising researchers, as well as to advertisers with available resources to construct such a model.
Author: Roland Moeller
Publisher: GRIN Verlag
ISBN: 3346359204
Category : Business & Economics
Languages : en
Pages : 23
Get Book Here
Book Description
Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Bayreuth (Lehrstuhl für BWL III: Marketing & Konsumentenverhalten), course: Seminararbeit zur Spezialisierung Marketing, language: English, abstract: This paper deals with advertisement effectiveness and how it can be measured. Advertisements have to be well created by companies to target their audience. How can this be accomplished? Also, is there a possibility to measure the effectiveness of such ads? What are the measures for effective advertisements? The paper gives suggestions which measures should be picked and an overview of those. This is followed by recent research and different points of view from scholars on this topic. Advertisement effectiveness and how it is measured is a large research topic. Not only for researchers but lately increasingly important for managers due to cost allocation and huge expanses. It is discussed since decades with constantly new developments and updates due to researchers. Through this process many new views on different measures emerged making it more and more complex for advertisers by considering which advertisement will generate the most profit. Since then, marketing science has created many good models which will be presented in this paper. Do you want to experience a 100 meter bungee jump? Or a tremendously fast race in a formula 1 sports car? Do you prefer a survival march through a tropical forest after paragliding down a mountain? These extraordinary adventures are sold as services by companies like Jochen Schweizer. Advertisement effectiveness and how it is measured is a large research topic. Not only for researchers but lately increasingly important for managers due to cost allocation and huge expanses. It is being discussed since decades with constantly new developments and updates due to researchers.
Author: Robert East
Publisher: Springer Science & Business Media
ISBN: 0387233776
Category : Business & Economics
Languages : en
Pages : 125
Get Book Here
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.
Author: L. Flores
Publisher: Springer
ISBN: 113734069X
Category : Business & Economics
Languages : en
Pages : 272
Get Book Here
Book Description
Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.
Author: Neil Bendle
Publisher: FT Press
ISBN: 0136755313
Category : Business & Economics
Languages : en
Pages : 710
Get Book Here
Book Description
Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more Apply web, online, social, and mobile metrics more effectively Build models to optimize planning and decision-making Attribute purchase decisions when multiple channels interact Understand the links between search and distribution, and use new online distribution metrics Evaluate marketing's impact on a publicly traded firm's financial objectives Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task—and capture data that's valid, reliable, and actionable.
Author: Fact-finders associates, inc., New York
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 46
Get Book Here
Book Description
