Measuring Advertising Effectiveness

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Synopsis

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.

Book details

Author:
William D. Wells
ISBN:
9781317779506
Related ISBNs:
9781315806099, 9780805828122, 9780805828122, 9780805819014, 9780805819014
Publisher:
Taylor and Francis
Pages:
N/A
Reading age:
Not specified
Includes images:
Yes
Date of addition:
2020-06-29
Usage restrictions:
Copyright
Copyright date:
1997
Copyright by:
Lawrence Erlbaum Associates, Inc. 
Adult content:
No
Language:
English
Categories:
Business and Finance, Nonfiction, Psychology, Sociology