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List of ﬁgures
THE PROCESSES OF ADVERTISING
6 other sections not shown
activity advertising agency advertising budgets advertising decisions advertising effectiveness advertising expenditure advertising process Advertising Research advertising/sales ratio analysis approach appropriate attitude change audience awareness behaviour beneﬁts campaign cognitive dissonance commercial communication competitive conclusions consumer creative deﬁned deﬁnition determine diﬂerent effect of advertising eﬂects evaluation examined example experiments exposure value factors fear appeal ﬁeld ﬁgures ﬁnd ﬁndings ﬁrst ﬁve frequency identiﬁed impact individual individual’s inﬂuence insertions involved Journal of Marketing levels of advertising linear programming market mix market share Marketing Research mass media maximise MCRC measure media planning media schedules media vehicle medium method opinion leadership organisations particular period person persuasive pre-testing problem proﬁt programme promotional purchase readership relationship response function segment signiﬁcant situation sleeper effect speciﬁc sponsor companies stimulus strategy subliminal subliminal advertising subliminal stimulation suggest target theory Watney Mann weights