The Long Term Impact of Promotion and Advertising on Brand Choice and Competition
Author: Carl F. Mela
Publisher:
Published: 19??
Total Pages: 174
ISBN-13:
DOWNLOAD EBOOKRead and Download eBook Full
Author: Carl F. Mela
Publisher:
Published: 19??
Total Pages: 174
ISBN-13:
DOWNLOAD EBOOKAuthor: Carl F. Mela
Publisher:
Published: 1996
Total Pages: 33
ISBN-13:
DOWNLOAD EBOOKAuthor: Carl F. Mela
Publisher:
Published: 1996
Total Pages: 33
ISBN-13:
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: Giep Franzen
Publisher:
Published: 1999
Total Pages: 406
ISBN-13:
DOWNLOAD EBOOKA comprehensive examination of the research methods now available to help agencies and advertisers develop more effective advertising.
Author: David M Jones
Publisher: Routledge
Published: 2014-12-18
Total Pages: 343
ISBN-13: 1317452143
DOWNLOAD EBOOKThis is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.
Author: Randolph J. Trappey
Publisher: Springer
Published: 2004-11-23
Total Pages: 269
ISBN-13: 0230514200
DOWNLOAD EBOOKCustomers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Strategic thinking by customers includes their focusing attention and introspectively telling about how, when, where, and why they buy and use brands and products. For learning customers' strategic thinking, this book advocates in situ use of the long interview method.
Author: Abhilash Prashant Davé
Publisher:
Published: 1993
Total Pages: 250
ISBN-13:
DOWNLOAD EBOOKAuthor: John Philip Jones
Publisher: M.E. Sharpe
Published: 2003
Total Pages: 340
ISBN-13: 9780765611123
DOWNLOAD EBOOKThis text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.
Author: W Douglas Evans
Publisher: OUP Oxford
Published: 2008-09-11
Total Pages: 320
ISBN-13: 0191553220
DOWNLOAD EBOOKBrands are designed to build relationships between consumers and the products, services, or organizations they represent by providing added value to their objects. Through brand promotion, consumers form associations with brands, which can become established and lead to a long-term relationship between the product, service or organization and consumer. Similarly, public health brands are the associations that individuals hold for health behaviours or lifestyles. Public health branding - building positive associations with healthy behaviours and lifestyle choices - is the primary strategy by which commercial marketing is applied in health communication and social marketing. This book examines theory and best practices of branding and its application in public health programs. Through a series of reviews and case studies, the book argues that branding is an emerging public health strategy that needs resources and continued development of innovative methodologies to effect lasting population-level change. In recent years, public health branding has been successfully applied across a wide range of chronic and infectious disease issues and behaviours - from tobacco control to HIV/AIDS - and globally across the developed and developing world. Branding is an important strategy for public health because it can address multiple behaviours simultaneously, and most health risks stem from multiple behaviours and complex lifestyle choices. Promoting healthy lifestyles is the key outcome for public health, thus making the development of improved branding strategies a critical objective for the field.