Measuring Advertising Effectiveness (Advertising and Consumer Psychology) - Hardcover

Hardcover

ISBN 10: 0805819010 ISBN 13: 9780805819014

Verlag: Taylor & Francis Inc, 1997

Inhaltsangabe

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.

Über diesen Titel

Über die Autorin bzw. den Autor

William D. Wells

Details zur Ausgabe

• Verlag: Taylor & Francis Inc
• Erscheinungsdatum: 1997
• Sprache: Englisch
• ISBN 10: 0805819010
• ISBN 13: 9780805819014
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 424
• Herausgeber: Wells William D.
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Buchbär; info@buchbaer.de; ; Weberstr. 67; Osnabrück; 49084; Deutschland