Measuring advertising effectiveness / edited by William D. Wells.
Contributor(s): Wells, William D
.
Material type: 
BookSeries: Advertising and consumer psychology.Publisher: Hillsdale, NJ : Elbaum, 1997Description: x, 408 p. ; 23 cm. + pbk.ISBN: 0805828125; 0805819010 .Subject(s): Advertising -- Research -- United StatesDDC classification: 659.1 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 659.1 (Browse shelf(Opens below)) | 1 | Available | 00068941 |
Enhanced descriptions from Syndetics:
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.
Includes edited versions of papers presented at the 1994 Advertising and Consumer Psychology Conference.
Includes bibliographical references and indexes.
Effects and effectiveness -- Subtle processing -- The ELM model -- Cognitive elaboration -- Context -- Copy testing -- Afterword