"synopsis" may belong to another edition of this title.
How does advertising work? Research findings on the effects of advertising are assembled and critically reviewed in this clearly written book, which is designed for both advanced students and practitioners.
Robert 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.
Throughout the book, attention is given to the implications of research findings for those who spend advertising money. Discussion includes the importance of long-term effects, the customer segments that respond most to advertising and the role of advertising compared to direct marketing.
Robert East is the author of an advanced textbook: Consumer Behaviour: Advances and Applications in Marketing. He is Professor of Consumer Behavior at Kingston Business School, London.
"About this title" may belong to another edition of this title.
Shipping:
FREE
Within U.S.A.
Book Description Condition: New. Book is in NEW condition. 0.53. Seller Inventory # 1441953736-2-1
Book Description Condition: New. New! This book is in the same immaculate condition as when it was published 0.53. Seller Inventory # 353-1441953736-new
Book Description Soft Cover. Condition: new. Seller Inventory # 9781441953735
Book Description Condition: New. Seller Inventory # 11864334-n
Book Description Condition: New. Seller Inventory # ABLIING23Mar2411530296727
Book Description Condition: New. PRINT ON DEMAND Book; New; Fast Shipping from the UK. No. book. Seller Inventory # ria9781441953735_lsuk
Book Description Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Robert 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. 118 pp. Englisch. Seller Inventory # 9781441953735
Book Description Condition: New. Seller Inventory # 11864334-n
Book Description Kartoniert / Broschiert. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Research findings on the effects of advertising are critically reviewed in this bookRobert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can s. Seller Inventory # 458486617
Book Description Taschenbuch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - Robert 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. Seller Inventory # 9781441953735