Measuring Advertising Effectiveness
William D. Wells
Psychology Press, Mar 5, 2014 - Business & Economics - 424 pages
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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academic academicians advertising effectiveness Advertising Research Advertising Research Foundation analysis approach assess attention attitude change behavior beliefs brand attitude brand equity Brian Wansink Cacioppo campaign chapter cognitive response commercial pleasantness communication concepts Consumer Research consumer’s context contextual priming Coors Light copy testing correlations cues determinants Dirt Devil Elaboration Likelihood Model emotional environment evaluation examined execution experiment exposure factors goals Haugtvedt impact implicit memory important increase inferences involvement Journal of Advertising Journal of Consumer Journal of Marketing listed thoughts measures of advertising memory nonpackaged overall opinion peripheral permanent storage persuasion Petty practitioners preattentive processing predictive pretest processing group product attributes product category program arousal Psychology purchase intent ratings recall repetition effects retrieved role scores self'monitors Shavitt situation social identity Srull stimulus strategy subjects suggests television Tonya Harding usage utilitarian valence validity variables versus Wansink