| Measuring Advertising Effectiveness Contributor(s): Wells, William D. (Editor) |
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ISBN: 0805828125 ISBN-13: 9780805828122 Publisher: Psychology Press OUR PRICE: $75.95 Product Type: Paperback Published: May 1997 Annotation: 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. br br 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. br |
| Additional Information |
| BISAC Categories: - Business & Economics | Advertising & Promotion - Psychology | Applied Psychology - Business & Economics | Consumer Behavior - General |
| Dewey: 659.1 |
| LCCN: 96008021 |
| Lexile Measure: 1370 |
| Physical Information: 1.01" H x 5.96" W x 9.08" (1.50 lbs) 424 pages |