Measuring Advertising Effectiveness
Book Details
Format
Paperback / Softback
ISBN-10
0805828125
ISBN-13
9780805828122
Publisher
Taylor & Francis Inc
Imprint
Psychology Press
Country of Manufacture
US
Country of Publication
GB
Publication Date
May 1st, 1997
Print length
424 Pages
Weight
780 grams
Dimensions
23.00 x 15.30 x 2.00 cms
Product Classification:
Information theorySocial research & statisticsPsychologyAdvertising
Ksh 13,050.00
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Acknowledging that advertisements are complex phenomena that require detailed investigation, this book explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. It also addresses the problems and limitations of advertising.
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.
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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