Effective advertising : understanding when, how, and why advertising works
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New Delhi :
Respone Books, a division of Sage Publications,
c2004.
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| 在线阅读: | https://catdir.loc.gov/catdir/toc/ecip046/2003016016.html |
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书本目录:
- 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