Measuring Advertising Effectiveness (eBook, PDF)

Redaktion: Wells, William D.

• Format: PDF

Produktbeschreibung

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 -- "e;Measuring Advertising Effectiveness"e; -- 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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 424
• Erscheinungstermin: 5. März 2014
• Englisch
• ISBN-13: 9781317779513
• Artikelnr.: 40824936

Autorenporträt

William D. Wells

Inhaltsangabe

Contents: Preface. Part I: Effects and Effectiveness.C. Wright-Isak
R.J. Faber
L.R. Horner
Comprehensive Measurement of Advertising Effectiveness: Notes From the Marketplace. W.A. Cook
A.J. Kover
Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings. E. Thorson
Comment on Chapters 1 and 2. Part II: Subtle Processing.S. Shapiro
S.E. Heckler
D.J. MacInnis
Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes. L. Percy
Comment on Chapter 3. Y. Yi
Advertising Effectiveness and Indirect Effects of Advertisements. J.C. Crimmins
Comment on Chapter 4. S. Law
S.A. Hawkins
Advertising Repetition and Consumer Beliefs: The Role of Source Memory. Part III: The ELM Model.C.P. Haugtvedt
J.R. Priester
Conceptual and Methodological Issues in Advertising Effectiveness: An Attitude Strength Perspective. J.C. Crimmins
Inference and Impact. W.D. Wells
Comment on Chapters 6 and 7. Part IV: Cognitive Elaboration.P. Lebenson
M. Blackston
Pretesting Advertising Using Cognitive Response Analysis: Some Conclusions and Hypotheses Based on Practical Experience. S. Shavitt
M.R. Nelson
Comment on Chapter 8. M.R. Nelson
S. Shavitt
A. Schennum
J. Barkmeier
Prediction of Long-Term Advertising Effectiveness: New Cognitive Response Approaches. D.L. Stephens
J.E. Russo
Extension of the Cognitive Response Approach to Predicting Postadvertisement Attitudes. W.D. Wells
Comment on Chapters 1 Through 10. Part V: Context.J. Gregan-Paxton
B. Loken
Understanding Consumer Memory for Ads: A Process View. V.C. Broach
T.J. Page
Jr.
R.D. Wilson
The Effects of Program Context on Advertising Effectiveness. B. Wansink
Comment on Chapter 12. A. Mehta
Comment on Chapter 12. C. Wright-Isak
Comment on Chapter 12. E. Thorson
X. Zhao
Television Viewing Behavior as an Indicator of Commercial Effectiveness. P. Vuokko
The Determinants of Advertising Repetition Effects. C. Wright-Isak
Comment on Chapter 14. W.D. Wells
Comment on Chapters 11 Through 14. Part VI: Copy Testing.L. Percy
J.R. Rossiter
A Theory-Based Approach to Pretesting Advertising. E. Thorson
Comment on Chapter 15. R.W. Olshavsky
A. Kumar
Top-Down
Stimulus-Based
and Bottom-Up Processes in Brand Choice: Some Implications for the Measurement of Advertising Effectiveness. L. Percy
Comment on Chapter 16. A. Mehta
Comment on Chapter 16. A.R. Kuse
The Measurement of Advertising Effectiveness: Empirical Learning and Application. B. Wansink
Comment on Chapter 17. A. Mehta
S.C. Purvis
Evaluating Advertising Effectiveness Through Advertising Response Modeling (ARM). B. Wansink
Comment on Chapter 18. T.J. Reynolds
J.C. Olson
J.P. Rochon
A Strategic Approach to Measuring Advertising Effectiveness. C. Wright-Isak
Comment on Chapter 19. B. Wansink
M.L. Ray
Developing Copy Tests That Estimate Brand Usage. J. Lucas
D. Prensky
Evaluating the Effectiveness of Place-Based Media. Part VII: Afterword.W.D. Wells
An Interview With Mr. X.