Overview
Research findings on the effects of advertising are critically reviewed in this book
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Table of contents (7 chapters)
Keywords
About this book
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.
Authors and Affiliations
Bibliographic Information
Book Title: The Effect of Advertising and Display
Book Subtitle: Assessing the Evidence
Authors: Robert East
DOI: https://doi.org/10.1007/978-0-387-23377-2
Publisher: Springer New York, NY
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eBook Packages: Springer Book Archive
Copyright Information: Springer Science+Business Media Dordrecht 2003
Hardcover ISBN: 978-1-4020-7514-8Published: 31 July 2003
Softcover ISBN: 978-1-4419-5373-5Published: 05 November 2010
eBook ISBN: 978-0-387-23377-2Published: 20 March 2013
Edition Number: 1
Number of Pages: XIV, 118
Topics: Marketing