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Title Measuring advertising effectiveness / edited by William D. Wells.

Imprint Mahwah, N.J. : L. Erlbaum Associates, c1997.


Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  659.1 M463 1997    ---  Available
Description x, 408 p. : ill. ; 23 cm.
Series Advertising and consumer psychology
Note "Includes edited versions of papers presented at the 1994 Advertising and Consumer Psychology Conference"--Pref.
Bibliography Includes bibliographical references and indexes.
Contents Comprehensive measurement of advertising effectiveness : notes from the marketplace / Christine Wright-Isak, Ronald J. Faber, and Lewis R. Horner -- Research and the meaning of advertising effectiveness : mutual misunderstandings / William A. Cook and Arthur J. Kover -- Measuring and assessing the impact of preattentive processing on ad and brand attitudes / Stewart Shapiro, Susan E. Heckler, and Deborh J. MacInnis -- Advertising effectiveness and indirect effects of advertisements / Youjae Yi -- Advertising reception and consumer beliefs : the role of source memory / Sharmistha Law and Scott A. Hawkins -- Conceptual and methodological issues in advertising effectiveness : an attitude strength perspective / Curtis P. Haugtvedt and Joseph R. Priester -- Inference and impact / James C. Crimmins -- Pretesting advertising using cognitive response analysis : some conclusions and hypotheses based on practical experience / Peggy Lebenson and Max Blackston -- Prediction of long-term advertising effectiveness : new cognitive response approaches / Michelle R. Nelson ... [et al.] -- Extensions of the cognitive response approach to predicting postadvertisement attitudes / Debra L. Stephens and J. Edward Russo -- Understanding consumer memory for ads : a process view / Jennifer Gregan-Paxton and Barbara Loken -- Effects of program context on advertising effectiveness / V. Carter Broach, Thomas J. Page, Jr., and R. Dale Wilson -- Television viewing behavior as an indicator of commercial effectiveness / Esther Thorson and Xinshu Zhao -- Determinants of advertising repetition effects / Pirjo Vuokko -- Theory-based approach to pretesting advertising / Larry Percy and John R. Rossiter -- Top-down, stimulus-based, and bottom-up processes in brand choice : some implications for the measurement of advertising effectiveness / Richard W. Olshavsky nd Anand Kumar -- Measurement of advertising effectiveness : empirical learning and application / Allan R. Kuse -- Evaluating advertising effectiveness through advertising response modeling (ARM) / Abhilasha Mehta and Scott C. Purvis -- Strategic approach to measuring advertising effectiveness / Thomas J. Reynolds, Jerry C. Olson, and John P. Rochon -- Developing copy tests that estimate brand usage / Brian Wansink and Michael L. Ray -- Evaluating the effectiveness of place-based media / James Lucas and David Prensky -- Interview with Mr. X. / William D. Wells.
Subject Advertising -- Research.
Added Author Wells, William D.
ISBN 0805828125 (paper : alk. paper)
0805819010 (alk. paper)

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