Effective advertising : understanding when, how, and why advertising works
محفوظ في:
| المؤلف الرئيسي: | |
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| التنسيق: | كتاب |
| منشور في: |
New Delhi :
Respone Books, a division of Sage Publications,
c2004.
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| الموضوعات: | |
| الوصول للمادة أونلاين: | https://catdir.loc.gov/catdir/toc/ecip046/2003016016.html |
| الوسوم: |
إضافة وسم
لا توجد وسوم, كن أول من يضع وسما على هذه التسجيلة!
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جدول المحتويات:
- Part 1. Understanding advertising. Evaluating advertising Sweet, secret workings of advertising A general theory of firms' advertising Measures of advertising's effectiveness Research designs to assess advertising effectiveness Part 2. Findings from market studies: when and how much advertising works. Market effects of advertising intensity Advertising's dynamic and content effects Part 3. Findings from experimental studies: how and why advertising works. Advertising as persuasion Argument in advertising Emotion in advertising Endorsement in advertising