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Author : George Burton Hotchkiss
Publisher :
ISBN 13 :
Total Pages : 280 pages
Book Rating : 4.:/5 (89 download)
Download or read book The Measurement of Advertising Effects written by George Burton Hotchkiss and published by . This book was released on 1927 with total page 280 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 : 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 : George Burton Hotchkiss
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (16 download)
Download or read book The Measurement of Advertising Effects written by George Burton Hotchkiss and published by . This book was released on 1927 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Darrell Blaine Lucas
Publisher : Facsimiles-Garl
ISBN 13 :
Total Pages : 432 pages
Book Rating : 4.3/5 (9 download)
Download or read book Measuring Advertising Effectiveness written by Darrell Blaine Lucas and published by Facsimiles-Garl. This book was released on 1985 with total page 432 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 : George Burton Hotchkiss
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (752 download)
Download or read book The Measurement of Advertising Effects, Etc written by George Burton Hotchkiss and published by . This book was released on 1927 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Roland Moeller
Publisher : GRIN Verlag
ISBN 13 : 3346359204
Total Pages : 23 pages
Book Rating : 4.3/5 (463 download)
Download or read book Measures of Advertisement Effectiveness. Principles and Practice written by Roland Moeller and published by GRIN Verlag. This book was released on 2021-03-09 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Bayreuth (Lehrstuhl für BWL III: Marketing & Konsumentenverhalten), course: Seminararbeit zur Spezialisierung Marketing, language: English, abstract: This paper deals with advertisement effectiveness and how it can be measured. Advertisements have to be well created by companies to target their audience. How can this be accomplished? Also, is there a possibility to measure the effectiveness of such ads? What are the measures for effective advertisements? The paper gives suggestions which measures should be picked and an overview of those. This is followed by recent research and different points of view from scholars on this topic. Advertisement effectiveness and how it is measured is a large research topic. Not only for researchers but lately increasingly important for managers due to cost allocation and huge expanses. It is discussed since decades with constantly new developments and updates due to researchers. Through this process many new views on different measures emerged making it more and more complex for advertisers by considering which advertisement will generate the most profit. Since then, marketing science has created many good models which will be presented in this paper. Do you want to experience a 100 meter bungee jump? Or a tremendously fast race in a formula 1 sports car? Do you prefer a survival march through a tropical forest after paragliding down a mountain? These extraordinary adventures are sold as services by companies like Jochen Schweizer. Advertisement effectiveness and how it is measured is a large research topic. Not only for researchers but lately increasingly important for managers due to cost allocation and huge expanses. It is being discussed since decades with constantly new developments and updates due to researchers.
Author : Jagdish N. Sheth
Publisher :
ISBN 13 :
Total Pages : 50 pages
Book Rating : 4.:/5 (31 download)
Download or read book Measurement of Advertising Effectiveness written by Jagdish N. Sheth and published by . This book was released on 1973 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : George Pilibosian
Publisher :
ISBN 13 :
Total Pages : 74 pages
Book Rating : 4.:/5 (779 download)
Download or read book Measurement of the Effects of Advertising written by George Pilibosian and published by . This book was released on 1947 with total page 74 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 : Randall L. Schultz
Publisher :
ISBN 13 :
Total Pages : 38 pages
Book Rating : 4.:/5 (746 download)
Download or read book The Measurement of Industry Advertising Effects written by Randall L. Schultz and published by . This book was released on 1974 with total page 38 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Andrew A. Mitchell
Publisher : Psychology Press
ISBN 13 : 1134756984
Total Pages : 359 pages
Book Rating : 4.1/5 (347 download)
Download or read book Advertising Exposure, Memory and Choice written by Andrew A. Mitchell and published by Psychology Press. This book was released on 2013-06-17 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Author : Kristian S. Palda
Publisher :
ISBN 13 :
Total Pages : 302 pages
Book Rating : 4.:/5 (494 download)
Download or read book The Measurement of Cumlative Advertising Effects written by Kristian S. Palda and published by . This book was released on 1963 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Donald R. G. Cowan
Publisher :
ISBN 13 :
Total Pages : 20 pages
Book Rating : 4.:/5 (379 download)
Download or read book The Measurement of Advertising Effect written by Donald R. G. Cowan and published by . This book was released on 1930 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Allan R. Kuse
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527562816
Total Pages : 469 pages
Book Rating : 4.5/5 (275 download)
Download or read book Master of Marketing Measurement written by Allan R. Kuse and published by Cambridge Scholars Publishing. This book was released on 2020-11-25 with total page 469 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair’s thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors’ comments prior to each chapter provide context to the collection as a whole and Blair’s individual presentations and papers are the heart of the book. It will appeal to advertising and marketing professionals who are seeking specific guidance for planning advertising and justifying expenditures, as well as marketing academics and scholars interested in the history of advertising.
Author : Paul A. Pavlou
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)
Download or read book Measuring the Effects and Effectiveness of Interactive Advertising written by Paul A. Pavlou and published by . This book was released on 2016 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of advertising, while challenging traditional assumptions about how advertising works. The active role of the consumer in determining the effects of advertising has important implications for how the effects and effectiveness of advertising are measured and how various measures are interpreted. The present paper offers a discussion of these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser. Implications for future research are discussed.
