Measuring Advertising Effectiveness

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Psychology Press, Mar 5, 2014 - Business & Economics - 424 pages
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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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Contents

I Effects and Effectiveness
1
II Subtle Processing
25
III The ELM Model
77
IV Cognitive Elaboration
105
V Context
181
VI Copy Testing
265
VII Afterword
385
Author Index
395
Subject Index
403
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