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Author : Darral G. Clarke
Publisher :
ISBN 13 :
Total Pages : 52 pages
Book Rating : 4.:/5 (736 download)
Download or read book Measuring the Cumulative Effects of Advertising written by Darral G. Clarke and published by . This book was released on 1973 with total page 52 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Kristian S. Palda
Publisher :
ISBN 13 :
Total Pages : 128 pages
Book Rating : 4.:/5 (321 download)
Download or read book The Measurement of Cumulative Advertising Effects written by Kristian S. Palda and published by . This book was released on 1964 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Kristian S. Palda
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (472 download)
Download or read book The Measurement of Cumulative Advertising Effects, 2. Printing written by Kristian S. Palda and published by . This book was released on 1965 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : David R. Corkindale
Publisher : Lexington Books
ISBN 13 :
Total Pages : 268 pages
Book Rating : 4.3/5 (512 download)
Download or read book Measuring the Effect of Advertising written by David R. Corkindale and published by Lexington Books. This book was released on 1975 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Eszter Palancz
Publisher :
ISBN 13 :
Total Pages : 48 pages
Book Rating : 4.:/5 (243 download)
Download or read book The Measurement of Cumulative Effect of Advertising on Sales written by Eszter Palancz and published by . This book was released on 1994 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : William D. Wells
Publisher : Psychology Press
ISBN 13 : 1317779517
Total Pages : 419 pages
Book Rating : 4.3/5 (177 download)
Download or read book Measuring Advertising Effectiveness written by William D. Wells and published by Psychology Press. This book was released on 2014-03-05 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Hui-Shung Chang
Publisher :
ISBN 13 :
Total Pages : 256 pages
Book Rating : 4.:/5 (32 download)
Download or read book Measuring the Effects of Advertising in Food Demand Subsystems written by Hui-Shung Chang and published by . This book was released on 1988 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :
Publisher :
ISBN 13 :
Total Pages : 650 pages
Book Rating : 4.:/5 (319 download)
Download or read book Marketing Information Guide written by and published by . This book was released on 1965 with total page 650 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Barton A Weitz
Publisher : SAGE
ISBN 13 : 9781412921206
Total Pages : 618 pages
Book Rating : 4.9/5 (212 download)
Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Author : Dominique M. Hanssens
Publisher : Springer Science & Business Media
ISBN 13 : 9400910738
Total Pages : 389 pages
Book Rating : 4.4/5 (9 download)
Download or read book Market Response Models: Econometric and Time Series Analysis written by Dominique M. Hanssens and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book reports over a decade's worth of research on the development of empirical response models that have important uses for generating marketing knowledge and improving marketing decisions. Some of its contributions to marketing are the following: 1. It integrates state-of-the art technical material with discussions of its relevance to management. 2. It provides continuity to a research stream over 20 years old. 3. It illustrates how marketing generalizations are the basis of marketing theory and marketing knowledge. 4. It shows how the research can be applied to marketing planning and forecasting. 5. It presents original research in marketing. The book addresses both marketing researchers and marketing managers. This can be done because empirical decision models are helpful in practice and are also based on theories of response. Econometric and time series analysis (ETS) is one of the few areas in marketing where there is little, if any, conflict between the academic sphere and the world of professional practice. Market Response Models is a sequel to Marketing Models and Econometric Research, published in 1976. It is rare for a research-oriented book in market ing to be updated or to have a sequel. Unlike many other methodologies, ETS research in marketing has stood the test of time. It remains the main method for discovering relations among marketing variables.
Author : Dominique M. Hanssens
Publisher : Springer Science & Business Media
ISBN 13 : 0306475944
Total Pages : 507 pages
Book Rating : 4.3/5 (64 download)
Download or read book Market Response Models written by Dominique M. Hanssens and published by Springer Science & Business Media. This book was released on 2005-12-19 with total page 507 pages. Available in PDF, EPUB and Kindle. Book excerpt: From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.
Author : Darrell Blaine Lucas
Publisher :
ISBN 13 :
Total Pages : 424 pages
Book Rating : 4.F/5 ( download)
Download or read book Measuring Advertising Effectiveness written by Darrell Blaine Lucas and published by . This book was released on 1963 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : United States. Congress. House. Committee on Interstate and Foreign Commerce. Subcommittee on Oversight and Investigations
Publisher :
ISBN 13 :
Total Pages : 1312 pages
Book Rating : 4.F/5 ( download)
Download or read book Home Insulation written by United States. Congress. House. Committee on Interstate and Foreign Commerce. Subcommittee on Oversight and Investigations and published by . This book was released on 1978 with total page 1312 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : United States. Federal Trade Commission
Publisher :
ISBN 13 :
Total Pages : 1170 pages
Book Rating : 4.:/5 (321 download)
Download or read book Federal Trade Commission Decisions written by United States. Federal Trade Commission and published by . This book was released on 1973 with total page 1170 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Tobias Langner
Publisher : Springer Science & Business Media
ISBN 13 : 383494291X
Total Pages : 419 pages
Book Rating : 4.8/5 (349 download)
Download or read book Advances in Advertising Research (Vol. III) written by Tobias Langner and published by Springer Science & Business Media. This book was released on 2012-08-23 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.
Author :
Publisher :
ISBN 13 :
Total Pages : 574 pages
Book Rating : 4.:/5 (318 download)
Download or read book JMR, Journal of Marketing Research written by and published by . This book was released on 1991 with total page 574 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Randall Lewis
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (86 download)
Download or read book Measuring the Effects of Advertising written by Randall Lewis and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and researchers to measure true causal effects of advertising on a variety of consumer behaviors, such as purchases. We dissect the new metrics and methods currently used by industry researchers, attacking the question, "How hard is it to reliably measure advertising effectiveness?" We outline the questions that we think can be answered by current data and methods, those that we believe will be in play within five years, and those that we believe could not be answered with arbitrarily large and detailed data. We pay close attention to the advances in computational advertising that are not only increasing the impact of advertising, but also usefully shifting the focus from "who to hit" to "what do I get."
