Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing
Language: English
Published by Praeger, 1996
- Hardcover
- New
Seller: SHIMEDIA, Brooklyn, NY, U.S.A.SHIMEDIA
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- Title
- Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing
- Author
- Woodside, Arch
- Publisher
- Praeger
- Publication year
- 1996
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0899309844
- ISBN 13
- 9780899309842
Dr. Woodside leads off with his 20-step process model and review of the scientific and applied literature to show how advertising works. He answers the question of why top-of-mind awareness measures of advertising effectiveness are so valuable, and then uses detailed, numerical examples to illustrate the powerful tool of benefit-to-brand retrieval. He links profit-and-loss analysis to a linkage advertising monitoring program, then discusses the net profit impact of each advertisement in each medium. His report of a field study demonstrates that net profit is the big difference between image and linkage advertising. From there he moves to the long interview and its application to voice-of-the customer research, ways to value different customer segments, and how to monitor linkage advertising fulfillment strategies. Dr. Woodside's book will be an important contribution to our understanding of how advertising is done, and how it can be done better.
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