Measuring the Effectiveness of Image and Linkage Advertising
Arch G. Woodside
Gebundenes Buch

Measuring the Effectiveness of Image and Linkage Advertising

The Nitty-Gritty of Maxi-Marketing

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Dr. Woodside picks up where other books on maxi-marketing leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media a...