Short- and Long-term Effects of Advertising and Promotion
Author: Mike Hess
Publisher:
Published: 2002
Total Pages: 23
ISBN-13:
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Author: Mike Hess
Publisher:
Published: 2002
Total Pages: 23
ISBN-13:
DOWNLOAD EBOOKAuthor: Dominique M (Ucla Anderson School Of Management Hanssens, Usa)
Publisher:
Published: 2018-03-08
Total Pages: 310
ISBN-13: 9789813229792
DOWNLOAD EBOOKAuthor: Robert East
Publisher: Springer Science & Business Media
Published: 2013-03-20
Total Pages: 125
ISBN-13: 0387233776
DOWNLOAD EBOOKRobert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.
Author: Les Binet
Publisher:
Published: 2013
Total Pages: 0
ISBN-13: 9780852941348
DOWNLOAD EBOOKAuthor: John Philip Jones
Publisher: M.E. Sharpe
Published: 2006-10-12
Total Pages: 236
ISBN-13: 9780765636300
DOWNLOAD EBOOKThe accepted wisdom in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. When Ads Work argues the opposite--that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength)--a measure of the immediate effect of advertising on sales--the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. When Ads Work offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Author: Eddie M. Clark
Publisher: Psychology Press
Published: 2019-10-25
Total Pages: 339
ISBN-13: 1317783387
DOWNLOAD EBOOKLinked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.
Author: David M Jones
Publisher: Routledge
Published: 2015-03-26
Total Pages: 200
ISBN-13: 1317452119
DOWNLOAD EBOOKThe "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Author: John Philip Jones
Publisher: SAGE
Published: 2002
Total Pages: 254
ISBN-13: 076192244X
DOWNLOAD EBOOKRepresents the first attempt to demonstrate, with the use of a substantial database, the full panoply of advertising's effect on consumer purchasing of a brand. John Philip Jones provides 'inside' information about how advertising works, if it works, and how much of it works. In addition, he explains how to present, determine, measure, and analyze the medium- and long-term effects of advertising--COVER.
Author: Barton A Weitz
Publisher: SAGE
Published: 2006-08-11
Total Pages: 618
ISBN-13: 9781412921206
DOWNLOAD EBOOKThe 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Author: Colin McDonald
Publisher:
Published: 1971
Total Pages: 27
ISBN-13:
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