Measuring Advertising Effectiveness

1st Edition

William D. Wells

Psychology Press
Published May 1, 1997
Reference - 424 Pages
ISBN 9780805828122 - CAT# ER4422

For Instructors Request Inspection Copy

was $82.95

USD$66.36

SAVE ~$16.59

Add to Wish List
FREE Standard Shipping!

Summary

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.

Instructors

We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.

Request an
e-inspection copy

Share this Title