The Effect of Advertising and Display: Assessing the Evidence

The Effect of Advertising and Display: Assessing the Evidence

by Robert East

Paperback(Softcover reprint of hardcover 1st ed. 2003)

$119.99
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Product Details

ISBN-13: 9781441953735
Publisher: Springer US
Publication date: 11/05/2010
Edition description: Softcover reprint of hardcover 1st ed. 2003
Pages: 118
Product dimensions: 6.10(w) x 9.25(h) x 0.01(d)

Table of Contents

1: What is Effective Advertising.- 2: Advertising Frequency and Concentration.- 3: Wearout, Carryover Effects and Decay of Advertising.- 4: How Do Individuals Process Advertising?.- 5: Advertising at the Point of Sale.- 6: Online Advertising.- Postscript.- Advertising Terms.- Useful Websites.- References.- Author Index.

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