Measuring Advertising Effectiveness - Softcover

 
9780805828122: Measuring Advertising Effectiveness
Softcover
ISBN 10: 0805828125 ISBN 13: 9780805828122
Publisher: Psychology Press, 1997

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.

"synopsis" may belong to another edition of this title.

About the Author

William D. Wells

"About this title" may belong to another edition of this title.

Publisher
Psychology Press
Publication date
1997
Language
English
ISBN 10 
0805828125
ISBN 13 
9780805828122
Binding
Paperback
Edition number
1
Number of pages
418
Editor
Wells William D.

Other Popular Editions of the Same Title

9780805819014: Measuring Advertising Effectiveness (Advertising and Consumer Psychology)

Featured Edition

ISBN 10:  0805819010 ISBN 13:  9780805819014
Publisher: Psychology Press, 1997
Hardcover