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Author : I. A. Law
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (596 download)
Download or read book Measuring the Long Run Sales Effect of Advertising written by I. A. Law and published by . This book was released on 1986 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 : Robert East
Publisher : Springer Science & Business Media
ISBN 13 : 0387233776
Total Pages : 125 pages
Book Rating : 4.3/5 (872 download)
Download or read book The Effect of Advertising and Display written by Robert East and published by Springer Science & Business Media. This book was released on 2013-03-20 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : John Philip Jones
Publisher : M.E. Sharpe
ISBN 13 : 9780765636300
Total Pages : 236 pages
Book Rating : 4.6/5 (363 download)
Download or read book When Ads Work written by John Philip Jones and published by M.E. Sharpe. This book was released on 2006-10-12 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: The accepted wisdom in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. When Ads Work argues the opposite--that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength)--a measure of the immediate effect of advertising on sales--the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. When Ads Work offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Author : David M Jones
Publisher : Routledge
ISBN 13 : 1317452119
Total Pages : 200 pages
Book Rating : 4.3/5 (174 download)
Download or read book When Ads Work written by David M Jones and published by Routledge. This book was released on 2015-03-26 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Author : Gupta Ruchi
Publisher : S. Chand Publishing
ISBN 13 : 812194001X
Total Pages : 414 pages
Book Rating : 4.1/5 (219 download)
Download or read book Advertising Principles and Practice written by Gupta Ruchi and published by S. Chand Publishing. This book was released on 2012 with total page 414 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction To Adverstising | Role Of Advestising In Marketing Mix | Advertising As A Communicaion Tool | Types Of Advertising | Advestising Campaign | Advestising Objectives | Advertising Budget | Advertising Message Decisions | Creative Side Of Advertising | Advertising Appeals | Celebrity Endorsements | Mascots | Media Decisons | Types Of Media | Online Advertising | Measuring Advertising Effectiveness | Advertising Agncies | Legal Aspects Of Advertising In India | Ethical Issues In Advertising | Advertising Standards Council Of India | Surrogate Advertising In India | Comparative Advertising In India | Additional Case Studies | Advertising Glossary
Author : Dominique M (Ucla Anderson School Of Management Hanssens, Usa)
Publisher :
ISBN 13 : 9789813229792
Total Pages : 310 pages
Book Rating : 4.2/5 (297 download)
Download or read book Long-Term Impact of Marketing written by Dominique M (Ucla Anderson School Of Management Hanssens, Usa) and published by . This book was released on 2018-03-08 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : C. L. Tyagi
Publisher : Atlantic Publishers & Dist
ISBN 13 : 9788126902576
Total Pages : 452 pages
Book Rating : 4.9/5 (25 download)
Download or read book Advertising Management written by C. L. Tyagi and published by Atlantic Publishers & Dist. This book was released on 2004 with total page 452 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Is An Ideal And Most Comprehensive Textbook Presenting An Integrated Approach To The Principles, Concepts And The Cases In Advertising Management. Based On Authentic Publications And Practical Experience Of The Authors, The Book Deals With Advertising And Sales Promotion, Economic And Social Effectiveness Of Advertising Decisions And Plans. The Book Is Well-Written And Well-Structured In Lucid, Simple And Conversational Language. Different Topics Are Systematically Arranged With Proper Blend Of Theories And Models So As To Make Easy And Clear Understanding Of Principles And Their Applications In Advertising.The Book Will Be Very Useful For Students Doing M.B.A., M.Com., D.I.M. And B.B.M. It Will Also Be Most Valuable Reference Source For Advertising Professionals.
Author : Guy R. Powell
Publisher : John Wiley & Sons
ISBN 13 : 047082395X
Total Pages : 304 pages
Book Rating : 4.4/5 (78 download)
Download or read book Marketing Calculator written by Guy R. Powell and published by John Wiley & Sons. This book was released on 2008-09-29 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
Author : David W Stewart
Publisher : Routledge
ISBN 13 : 1317274830
Total Pages : 299 pages
Book Rating : 4.3/5 (172 download)
Download or read book Accountable Marketing written by David W Stewart and published by Routledge. This book was released on 2016-02-05 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
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 : S. Jayachandran
Publisher : Excel Books India
ISBN 13 : 9788174463623
Total Pages : 528 pages
Book Rating : 4.4/5 (636 download)
Download or read book Marketing Management written by S. Jayachandran and published by Excel Books India. This book was released on 2004-05 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is appropriate as a core textbook for Marketing Management in Post Graduate programmes including MBA. The text provides right from the basics in Marketing to Analysis and Application of Strategic Tools in Marketing Management. CORE FEATURESStructure : Six parts with 20 chaptersObjective: Make the readers to understand marketing theory & concepts and prepare them as tomorrow's marketing managers, academicians etc.,Style: Simple and lucid style to understand theory and concepts with live corporate examples.Focus: As core text book to post graduate students-MBA, M Com, M A, M Tech etc.Delighting Features (Value Addition)V Each part underlies a specific objective.v Each chapter starts with a marketing profile of leading corporate house with web address. This enables the reader to understand what is a corporate house, what are their businesses, what are their marketing and operating philosophies,v Summary of each chapter makes the reader to grasp the chapter contents with easy effort.v Each chapter has questions for discussion, preparing the students well for examination.v Each chapter ends with practical exercises for critical analysis and thinking which makes the reader to think critically.v Case Studies lead the reader to improve his/her analytical skills and practical knowledge.
Author : William S. Comanor
Publisher : Harvard University Press
ISBN 13 : 9780674005808
Total Pages : 284 pages
Book Rating : 4.0/5 (58 download)
Download or read book Advertising and Market Power written by William S. Comanor and published by Harvard University Press. This book was released on 1974 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: The current debate over the economics of advertising has long focused on two questions. The first concerns the impact of advertising on the relative positions of large and small firms in an industry and thereby on the state of competition. The second examines the role of advertising on consumer purchasing decisions over broad consumption categories. Comanor and Wilson use the modern tools of economic theory and statistics to build and test their hypotheses, and contribute important analytical and empirical evidence on the key issues. The authors find that consumer decisions are affected substantially by the volume of advertising. Indeed, advertising is a weightier factor than relative prices. Their conclusions surely contribute to the nervousness long felt by economists over the use of consumer preferences to evaluate the welfare implications of resource allocation.
Author : Gerard J. Tellis
Publisher : SAGE Publications
ISBN 13 : 1452262713
Total Pages : 217 pages
Book Rating : 4.4/5 (522 download)
Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE Publications. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Author : Dr. Shailesh Tandon
Publisher : Thakur Publication Private Limited
ISBN 13 : 9357555102
Total Pages : 168 pages
Book Rating : 4.3/5 (575 download)
Download or read book ADVERTISING MANAGEMENT (Minor) written by Dr. Shailesh Tandon and published by Thakur Publication Private Limited. This book was released on 2024-01-01 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: Buy Latest ADVERTISING MANAGEMENT (Minor) e-Book in English Edition for B.Com 2nd Semester Bihar State By Thakur publication.
Author : United States. Agricultural Marketing Service
Publisher :
ISBN 13 :
Total Pages : 1732 pages
Book Rating : 4.3/5 (91 download)
Download or read book AMS. written by United States. Agricultural Marketing Service and published by . This book was released on 1961 with total page 1732 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Natalie Mizik
Publisher : Edward Elgar Publishing
ISBN 13 : 1784716758
Total Pages : 713 pages
Book Rating : 4.7/5 (847 download)
Download or read book Handbook of Marketing Analytics written by Natalie Mizik and published by Edward Elgar Publishing. This book was released on 2018 with total page 713 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
