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…mehr
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.
Contents: Preface. Part I: Effects and Effectiveness.C. Wright-Isak R.J. Faber L.R. Horner Comprehensive Measurement of Advertising Effectiveness: Notes From the Marketplace. W.A. Cook A.J. Kover Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings. E. Thorson Comment on Chapters 1 and 2. Part II: Subtle Processing.S. Shapiro S.E. Heckler D.J. MacInnis Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes. L. Percy Comment on Chapter 3. Y. Yi Advertising Effectiveness and Indirect Effects of Advertisements. J.C. Crimmins Comment on Chapter 4. S. Law S.A. Hawkins Advertising Repetition and Consumer Beliefs: The Role of Source Memory. Part III: The ELM Model.C.P. Haugtvedt J.R. Priester Conceptual and Methodological Issues in Advertising Effectiveness: An Attitude Strength Perspective. J.C. Crimmins Inference and Impact. W.D. Wells Comment on Chapters 6 and 7. Part IV: Cognitive Elaboration.P. Lebenson M. Blackston Pretesting Advertising Using Cognitive Response Analysis: Some Conclusions and Hypotheses Based on Practical Experience. S. Shavitt M.R. Nelson Comment on Chapter 8. M.R. Nelson S. Shavitt A. Schennum J. Barkmeier Prediction of Long-Term Advertising Effectiveness: New Cognitive Response Approaches. D.L. Stephens J.E. Russo Extension of the Cognitive Response Approach to Predicting Postadvertisement Attitudes. W.D. Wells Comment on Chapters 1 Through 10. Part V: Context.J. Gregan-Paxton B. Loken Understanding Consumer Memory for Ads: A Process View. V.C. Broach T.J. Page Jr. R.D. Wilson The Effects of Program Context on Advertising Effectiveness. B. Wansink Comment on Chapter 12. A. Mehta Comment on Chapter 12. C. Wright-Isak Comment on Chapter 12. E. Thorson X. Zhao Television Viewing Behavior as an Indicator of Commercial Effectiveness. P. Vuokko The Determinants of Advertising Repetition Effects. C. Wright-Isak Comment on Chapter 14. W.D. Wells Comment on Chapters 11 Through 14. Part VI: Copy Testing.L. Percy J.R. Rossiter A Theory-Based Approach to Pretesting Advertising. E. Thorson Comment on Chapter 15. R.W. Olshavsky A. Kumar Top-Down Stimulus-Based and Bottom-Up Processes in Brand Choice: Some Implications for the Measurement of Advertising Effectiveness. L. Percy Comment on Chapter 16. A. Mehta Comment on Chapter 16. A.R. Kuse The Measurement of Advertising Effectiveness: Empirical Learning and Application. B. Wansink Comment on Chapter 17. A. Mehta S.C. Purvis Evaluating Advertising Effectiveness Through Advertising Response Modeling (ARM). B. Wansink Comment on Chapter 18. T.J. Reynolds J.C. Olson J.P. Rochon A Strategic Approach to Measuring Advertising Effectiveness. C. Wright-Isak Comment on Chapter 19. B. Wansink M.L. Ray Developing Copy Tests That Estimate Brand Usage. J. Lucas D. Prensky Evaluating the Effectiveness of Place-Based Media. Part VII: Afterword.W.D. Wells An Interview With Mr. X.
Contents: Preface. Part I: Effects and Effectiveness.C. Wright-Isak R.J. Faber L.R. Horner Comprehensive Measurement of Advertising Effectiveness: Notes From the Marketplace. W.A. Cook A.J. Kover Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings. E. Thorson Comment on Chapters 1 and 2. Part II: Subtle Processing.S. Shapiro S.E. Heckler D.J. MacInnis Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes. L. Percy Comment on Chapter 3. Y. Yi Advertising Effectiveness and Indirect Effects of Advertisements. J.C. Crimmins Comment on Chapter 4. S. Law S.A. Hawkins Advertising Repetition and Consumer Beliefs: The Role of Source Memory. Part III: The ELM Model.C.P. Haugtvedt J.R. Priester Conceptual and Methodological Issues in Advertising Effectiveness: An Attitude Strength Perspective. J.C. Crimmins Inference and Impact. W.D. Wells Comment on Chapters 6 and 7. Part IV: Cognitive Elaboration.P. Lebenson M. Blackston Pretesting Advertising Using Cognitive Response Analysis: Some Conclusions and Hypotheses Based on Practical Experience. S. Shavitt M.R. Nelson Comment on Chapter 8. M.R. Nelson S. Shavitt A. Schennum J. Barkmeier Prediction of Long-Term Advertising Effectiveness: New Cognitive Response Approaches. D.L. Stephens J.E. Russo Extension of the Cognitive Response Approach to Predicting Postadvertisement Attitudes. W.D. Wells Comment on Chapters 1 Through 10. Part V: Context.J. Gregan-Paxton B. Loken Understanding Consumer Memory for Ads: A Process View. V.C. Broach T.J. Page Jr. R.D. Wilson The Effects of Program Context on Advertising Effectiveness. B. Wansink Comment on Chapter 12. A. Mehta Comment on Chapter 12. C. Wright-Isak Comment on Chapter 12. E. Thorson X. Zhao Television Viewing Behavior as an Indicator of Commercial Effectiveness. P. Vuokko The Determinants of Advertising Repetition Effects. C. Wright-Isak Comment on Chapter 14. W.D. Wells Comment on Chapters 11 Through 14. Part VI: Copy Testing.L. Percy J.R. Rossiter A Theory-Based Approach to Pretesting Advertising. E. Thorson Comment on Chapter 15. R.W. Olshavsky A. Kumar Top-Down Stimulus-Based and Bottom-Up Processes in Brand Choice: Some Implications for the Measurement of Advertising Effectiveness. L. Percy Comment on Chapter 16. A. Mehta Comment on Chapter 16. A.R. Kuse The Measurement of Advertising Effectiveness: Empirical Learning and Application. B. Wansink Comment on Chapter 17. A. Mehta S.C. Purvis Evaluating Advertising Effectiveness Through Advertising Response Modeling (ARM). B. Wansink Comment on Chapter 18. T.J. Reynolds J.C. Olson J.P. Rochon A Strategic Approach to Measuring Advertising Effectiveness. C. Wright-Isak Comment on Chapter 19. B. Wansink M.L. Ray Developing Copy Tests That Estimate Brand Usage. J. Lucas D. Prensky Evaluating the Effectiveness of Place-Based Media. Part VII: Afterword.W.D. Wells An Interview With Mr. X.
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