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Measuring Advertising Effectiveness (Advertising and Consumer Psychology) - Tapa dura

 
9780805819014: Measuring Advertising Effectiveness (Advertising and Consumer Psychology)
Tapa dura
ISBN 10: 0805819010 ISBN 13: 9780805819014
Editorial: Psychology Press, 1997

Sinopsis

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

William D. Wells

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Psychology Press
Año de publicación
1997
Idioma
Inglés
ISBN 10 
0805819010
ISBN 13 
9780805819014
Encuadernación
Tapa dura
Número de edición
1
Número de páginas
418
Editor
Wells William D.
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania