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portada Measuring Advertising Effectiveness (Advertising and Consumer Psychology Series: A Series Sponsor) (in English)
Type
Physical Book
Publisher
Author
Year
1997
Language
English
Pages
418
Format
Paperback
Weight
2
ISBN
0805828125
ISBN13
9780805828122
Edition No.
1
Categories

Measuring Advertising Effectiveness (Advertising and Consumer Psychology Series: A Series Sponsor) (in English)

William D. (Edt) Wells (Author) · Routledge · Paperback

Measuring Advertising Effectiveness (Advertising and Consumer Psychology Series: A Series Sponsor) (in English) - William D. (Edt) Wells

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Synopsis "Measuring Advertising Effectiveness (Advertising and Consumer Psychology Series: A Series Sponsor) (in English)"

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.

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