Measuring Advertising Effectiveness - Couverture souple

Couverture souple

ISBN 10 : 0805828125 ISBN 13 : 9780805828122

Editeur : 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.

A propos du livre

À propos de l?auteur

William D. Wells

Détails de l'édition

• Éditeur: Psychology Press
• Date d'édition: 1997
• Langue: anglais
• ISBN 10: 0805828125
• ISBN 13: 9780805828122
• Reliure: Broché
• Nombre de pages: 418
• Éditeur: Wells William D.
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Friedensallee 273; Hamburg; 22763; Allemagne