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Measuring Advertising Effectiveness

by William D. Wells

Pages: 408

Contributors: William D. Wells

Publisher: Lawrence Erlbaum Associates

Place of Publication: Mahwah, NJ

Publication Year: 1997

Subjects: Advertising--Research--United States--Congresses

Table of Contents

Title Page

Contents

Preface

I: Effects and Effectiveness

1: Comprehensive Measurement of Advertising Effectiveness: Notes from the Marketplace

2: Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings

Comments on Chapters 1 and 2

II: Subtle Processing

3: Measuring and Assessing the Impact of Preattentive Processin on Ad and Brand Attitudes

Comments on Chapter 3

4: Advertising Effectiveness and Indirect Effects of Advertisements

Comments on Chapter 4

5: Advertising Repetition and Consumer Beliefs: The Role of Source Memory

III: The Elm Model

6: Conceptual and Methodological Issues in Advertising Effectiveness: an Attitude Streneth Perspective

7: Inference and Impact

Comments on Chapters 6 and 7

IV: Cognitive Elaboration

8: Pretestine Advertising Using Cognitive Response Analysis: Some Conclusions and Hypotheses Based on Practical Experience

Comments on Chapter 8

9: Prediction of Long-Term Advertising Effectiveness: New Cognitive Response Approaches

10: Extensions of the Cognitive Response Approach to Predicting Postadvertisement Attitudes

Comments on Chapters 1 Through 10

V: Context

11: Understanding Consumer Memory for Ads: a Process View

Appendix: Wyer-Srull Postulates

12: The Effects of Program Context on Advertising Effectiveness

Comments on Chapter 12

13: Television Viewing Behavior as an Indicator of Commercial Effectiveness

14: The Determinants of Advertising Repetition Effects

Appendix: Variables Measured and Types of Operational Measures

Comments on Chapter 14

Comments on Chapters 11 Through 14

VI: Copy Testing

15: A Theory-Based Approach to Pretesting Advertising

Comments on Chapter 15

16: Top-Down, Stimulus-Based, and Bottom-Up Processes in Brand Choice: Some Implications for the Measurement of Advertising Effectiveness

Comments on Chapter 16

17: The Measurement of Advertising Effectiveness: Empirical Learning and Application

Comments on Chapter 17

18: Evaluating Advertising Effectiveness Through Advertising Response Modeling (arm)

Comments on Chapter 18

19: A Strategic Approach to Measuring Advertising Effectiveness

Comments on Chapter 19

20: Developing Copy Tests That Estimate Brand Usage

21: Evaluating the Effectiveness of Place-Based Media

VII: Afterword

22: An Interview with Mr. X

Author Index

Subject Index

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