Advertising Management: Selected ReadingsHarper W. Boyd, Joseph W. Newman |
Contents
READING PAGE | 17 |
How You Can Use It to Build Your Share | 35 |
How Advertising Performance Depends on Other Marketing Factors | 49 |
Copyright | |
37 other sections not shown
Common terms and phrases
advertising effectiveness advertising expenditures advertising message advertising pressure analysis appeal approach attitudes audience average behavior beliefs brand buying campaign cation cent characteristics commercial competitive preference corporate image correlation creative curve cycle decision decoding diffusion doctors drug study Early adopters effects of advertising Elihu Katz evaluation example experience experimental exposed exposure factors favorable field norm findings gammanym Hovland important increase independent variable individual influence innovation learning magazines market segmentation mass communication mass media meaning measure medium month mood Negro operations research opinion leadership period person persuasive position predict present primacy effect problem product field Psychology radio recall relationship relative response sales-share change sample Schwerin selective share simulation situation sleeper effect social social class Social Psychology specific strategy submarkets survey symbol Table television tion types visual