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Psychology Press Measuring Advertising Effectiveness

Name: Measuring Advertising Effectiveness
Brand: Psychology Press

Advertising

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This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.

Product Specifications

Brand: Psychology Press
Format: paperback
ASIN: 0805828125
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Advertising
Domain: Amazon UK
Release Date: 01 May 1997
Listed Since: 16 February 2007

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Psychology Press Measuring Advertising Effectiveness

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