BN.com Gift Guide

Measuring Advertising Effectiveness

Hardcover (Print)
Buy New
Buy New from BN.com
$96.66
Used and New from Other Sellers
Used and New from Other Sellers
from $125.87
Usually ships in 1-2 business days
(Save 3%)
Other sellers (Hardcover)
  • All (2) from $125.87   
  • New (1) from $125.87   
  • Used (1) from $154.37   

Overview

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.

Read More Show Less

Product Details

Table of Contents

Contents: Preface. Part I: Effects and Effectiveness. C. Wright-Isak, R.J. Faber, L.R. Horner, Comprehensive Measurement of Advertising Effectiveness: Notes From the Marketplace. W.A. Cook, A.J. Kover, Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings. E. Thorson, Comment on Chapters 1 and 2. Part II: Subtle Processing. S. Shapiro, S.E. Heckler, D.J. MacInnis, Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes. L. Percy, Comment on Chapter 3. Y. Yi, Advertising Effectiveness and Indirect Effects of Advertisements. J.C. Crimmins, Comment on Chapter 4. S. Law, S.A. Hawkins, Advertising Repetition and Consumer Beliefs: The Role of Source Memory. Part III: The ELM Model. C.P. Haugtvedt, J.R. Priester, Conceptual and Methodological Issues in Advertising Effectiveness: An Attitude Strength Perspective. J.C. Crimmins, Inference and Impact. W.D. Wells, Comment on Chapters 6 and 7. Part IV: Cognitive Elaboration. P. Lebenson, M. Blackston, Pretesting Advertising Using Cognitive Response Analysis: Some Conclusions and Hypotheses Based on Practical Experience. S. Shavitt, M.R. Nelson, Comment on Chapter 8. M.R. Nelson, S. Shavitt, A. Schennum, J. Barkmeier, Prediction of Long-Term Advertising Effectiveness: New Cognitive Response Approaches. D.L. Stephens, J.E. Russo, Extension of the Cognitive Response Approach to Predicting Postadvertisement Attitudes. W.D. Wells, Comment on Chapters 1 Through 10. Part V: Context. J. Gregan-Paxton, B. Loken, Understanding Consumer Memory for Ads: A Process View. V.C. Broach, T.J. Page, Jr., R.D. Wilson, The Effects of Program Context on Advertising Effectiveness. B. Wansink, Comment on Chapter 12. A. Mehta, Comment on Chapter 12. C. Wright-Isak, Comment on Chapter 12. E. Thorson, X. Zhao, Television Viewing Behavior as an Indicator of Commercial Effectiveness. P. Vuokko, The Determinants of Advertising Repetition Effects. C. Wright-Isak, Comment on Chapter 14. W.D. Wells, Comment on Chapters 11 Through 14. Part VI: Copy Testing. L. Percy, J.R. Rossiter, A Theory-Based Approach to Pretesting Advertising. E. Thorson, Comment on Chapter 15. R.W. Olshavsky, A. Kumar, Top-Down, Stimulus-Based, and Bottom-Up Processes in Brand Choice: Some Implications for the Measurement of Advertising Effectiveness. L. Percy, Comment on Chapter 16. A. Mehta, Comment on Chapter 16. A.R. Kuse, The Measurement of Advertising Effectiveness: Empirical Learning and Application. B. Wansink, Comment on Chapter 17. A. Mehta, S.C. Purvis, Evaluating Advertising Effectiveness Through Advertising Response Modeling (ARM). B. Wansink, Comment on Chapter 18. T.J. Reynolds, J.C. Olson, J.P. Rochon, A Strategic Approach to Measuring Advertising Effectiveness. C. Wright-Isak, Comment on Chapter 19. B. Wansink, M.L. Ray, Developing Copy Tests That Estimate Brand Usage. J. Lucas, D. Prensky, Evaluating the Effectiveness of Place-Based Media. Part VII: Afterword. W.D. Wells, An Interview With Mr. X.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)