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Item Details
Title: MEASURING ADVERTISING EFFECTIVENESS
By: William D. Wells (Editor)
Format: Paperback

List price: £64.99
Our price: £58.49
Discount:
10% off
You save: £6.50
ISBN 10: 0805828125
ISBN 13: 9780805828122
Availability: Usually dispatched within 1-3 weeks.
 Delivery rates
Stock: Currently 0 available
Publisher: TAYLOR & FRANCIS INC
Pub. date: 1 May, 1997
Pages: 424
Description: Acknowledging that advertisements are complex phenomena that require detailed investigation, this book explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. It also addresses the problems and limitations of advertising.
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.
Publication: US
Imprint: Lawrence Erlbaum Associates Inc
Returns: Returnable
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