˜Theœ Immediate and Delayed Effects of Advertising
Author: Yih Hwai Lee
Publisher:
Published: 1997
Total Pages: 138
ISBN-13:
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Author: Yih Hwai Lee
Publisher:
Published: 1997
Total Pages: 138
ISBN-13:
DOWNLOAD EBOOKAuthor: Li-Chang Su
Publisher:
Published: 1992
Total Pages: 198
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: Darrel D. Muehling
Publisher:
Published: 1988
Total Pages: 12
ISBN-13:
DOWNLOAD EBOOKAuthor: John Philip Jones
Publisher: SAGE Publications, Incorporated
Published: 1998-06-17
Total Pages: 372
ISBN-13: 9780761912408
DOWNLOAD EBOOKJohn Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
Author: Mike Hess
Publisher:
Published: 2002
Total Pages: 23
ISBN-13:
DOWNLOAD EBOOKAuthor: Linda F. Alwitt
Publisher: Taylor & Francis
Published: 2022-02-16
Total Pages: 318
ISBN-13: 1000549127
DOWNLOAD EBOOKIn the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.
Author: Bob M. Fennis
Publisher: Psychology Press
Published: 2015-12-22
Total Pages: 731
ISBN-13: 1317398947
DOWNLOAD EBOOKAdvertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates, and changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook. This revised and fully updated new edition of The Psychology of Advertising offers a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and discusses the research in the context of recent developments in the fields of social and consumer psychology. Key questions covered in the volume include: What impact does advertising have on consumer behavior? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? Which messages "get across" successfully and when, and why? How do new online and digital technologies affect consumer judgement and choice? Engagingly written, and including a comprehensive glossary of frequently used concepts, The Psychology of Advertising is a unique and invaluable resource for advanced undergraduate and graduate students, and for researchers and lecturers in social psychology, marketing, and communications. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.
Author: Shintaro Okazaki
Publisher: Springer Science & Business Media
Published: 2011-06-21
Total Pages: 483
ISBN-13: 3834968544
DOWNLOAD EBOOKThis volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community.
Author: Michael J Baker
Publisher: SAGE
Published: 2010-03-18
Total Pages: 450
ISBN-13: 1446243974
DOWNLOAD EBOOKElectronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings