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Wells, William D. 编作者

Lawrence Erlbaum Assoc Inc

译者

1997-5 出版日期

424 页数

$ 135.60 价格

HRD

丛书系列

9780805819014 图书编码

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Measuring Advertising Effectiveness 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Measuring Advertising Effectiveness 在线电子书图书描述

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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