Download measuring advertising effectiveness advertising and consumer psychology in pdf or read measuring advertising effectiveness advertising and consumer psychology in pdf online books in PDF, EPUB and Mobi Format. Click Download or Read Online button to get measuring advertising effectiveness advertising and consumer psychology in pdf book now. This site is like a library, Use search box in the widget to get ebook that you want.



Measuring Advertising Effectiveness

Author: William D. Wells
Publisher: Psychology Press
ISBN: 1317779517
Size: 36.72 MB
Format: PDF, ePub, Docs
View: 7442
Download and Read
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.

Advertising Exposure Memory And Choice

Author: Andrew A. Mitchell
Publisher: Psychology Press
ISBN: 1134757050
Size: 76.98 MB
Format: PDF, ePub, Docs
View: 3220
Download and Read
Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.

Effective Advertising

Author: Gerard J. Tellis
Publisher: SAGE
ISBN: 1452276749
Size: 63.54 MB
Format: PDF, Mobi
View: 4680
Download and Read
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.

Emotions Advertising And Consumer Choice

Author: Flemming Hansen
Publisher: Copenhagen Business School Press DK
ISBN: 9788763001984
Size: 75.71 MB
Format: PDF
View: 623
Download and Read
"Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological insights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in everyday life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing."--Jacket.

The Psychology Of Advertising

Author: Bob M. Fennis
Publisher: Psychology Press
ISBN: 1136988238
Size: 40.35 MB
Format: PDF
View: 5103
Download and Read
This book discusses key topics from social and consumer psychology. Questions are addressed such as: What impact does advertising have on consumer behaviour? How do consumers make sense of advertising messages? What messages "get across" and why?

The Routines Of Decision Making

Author: Tilmann Betsch
Publisher: Psychology Press
ISBN: 1135622949
Size: 33.25 MB
Format: PDF, Mobi
View: 725
Download and Read
Experience is currently a hot theme in decision making. For a long time, decision research was almost exclusively focused on new decisions and neglected the importance of experience. It took the field until the 1990s for a new direction in research and theorizing to become visible in the literature. There are parallel movements happening in sociology, political science, social psychology, and business. The purpose of this edited book is to provide a balanced and representative overview of what is currently known about the dynamics of experienced-based decision making. The chapters are written by renowned experts in the field and provide the latest theoretical developments, integrative frameworks, and state-of-the-art reviews of research in the laboratory and in the field.

Attitudes And Attitude Change

Author: Tobias Vogel
Publisher: Psychology Press
ISBN: 1317715551
Size: 57.17 MB
Format: PDF
View: 6971
Download and Read
Attitudes - cognitive representations of our evaluation of ourselves, other people, things, actions, events, ideas - and attitude change have been a central concern in social psychology since the discipline began. People can - and do - have attitudes on an infinite range of things but what are attitudes, how do we form them and how can they be modified? This book provides the student with a comprehensive and accessible introduction to the basic issues in the psychological study of attitudes. Drawing on research from Europe and the USA it presents up-to-date coverage of the key issues that will be encountered in this area, including attitude formation and change, functions of attitudes, attitude measurement, attitudes as temporary constructs, persuasion processes and prediction of behaviour from attitudes.