Effect of Advertising and Display

Name: Effect of Advertising and Display
Brand: Springer-Verlag New York Inc.
SKU: 9781441953735
Price: 41324 HUF
Availability: InStock

Assessing the Evidence

Szerző: ingston University

Nyelv:

Kötés: Puha kötésű

Kiadó: Springer-Verlag New York Inc.

Elérhetőség: Beszállítói készleten alacsony példányszámban

Küldés 13-18 napon belül

41 324 Ft

Robert East presents evidence on successful advertising campaigns where the brand benefits from more...

Információk a könyvről

Szerző

ingston University

Nyelv

Angol

Kötés

Könyv - Puha kötésű

Kiadva

2010

oldal

118

EAN

9781441953735

ISBN

1441953736

Enbook ID

01423668

Kiadó

Springer-Verlag New York Inc.

Súly

235

Méretek

15 x 1 x 7

Teljes leírás

Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. §The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.How does advertising work? Research findings on the effects of advertising are assembled and critically reviewed in this clearly written book, which is designed for both advanced students and practitioners. §Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. §The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising. §Throughout the book, attention is given to the implications of research findings for those who spend advertising money. Discussion includes the importance of long-term effects, the customer segments that respond most to advertising and the role of advertising compared to direct marketing.

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Effect of Advertising and Display

Assessing the Evidence

Információk a könyvről

Teljes leírás

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Azok a vásárlók, akik ezt a könyvet megvásárolták, a következőket is megvásárolták