Measuring Advertising Effectiveness

Business & Finance, Marketing & Sales, Consumer Behaviour, Nonfiction, Health & Well Being, Psychology
Cover of the book Measuring Advertising Effectiveness by , Taylor and Francis
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Author: ISBN: 9781317779506
Publisher: Taylor and Francis Publication: March 5, 2014
Imprint: Psychology Press Language: English
Author:
ISBN: 9781317779506
Publisher: Taylor and Francis
Publication: March 5, 2014
Imprint: Psychology Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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