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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Measuring Advertising Effectiveness

Measuring Advertising Effectiveness

Wells, William D.

Hardcover

Series: Advertising and Consumer Psychology

AccountingInvesting & Finance

ISBN10: 0805819010
ISBN13: 9780805819014
Publisher: Psychology Press
Published: May 1 1997
Pages: 418
Weight: 1.55
Height: 1.10 Width: 6.10 Depth: 9.00
Language: English
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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