Read complete books and articles on: Advertising Effectiveness

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11 of the Best Books and Articles on: Advertising Effectiveness

as selected by Questia librarians

1.

Measuring Advertising Effectiveness » Read Now
by William D. Wells. 408 pgs.

Collections: Entire Library
2.

Measuring the Effectiveness of Image and Linkage Advertising: The Nitty-Gritty of Maxi-Marketing » Read Now
by Arch G. Woodside. 256 pgs.

Collections: Entire Library

Dr. Woodside picks up where other books on "maxi-marketing" leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr...
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Dr. Woodside picks up where other books on "maxi-marketing" leave off, to prove that the effectiveness of image and linkage advertising can be measured, and to show advertising professionals how to do it. Readable and in detail, with carefully culled examples that go beyond simple case studies, Dr. Woodside provides a 20-step process model of how low and high involvement advertising work, and shows how to use top-of-mind-awareness measures and benefit-to-brand retrieval to assess advertising impact. His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community.
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3.

Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why » Read Now
by Max Sutherland, Alice K. Sylvester. 336 pgs.

Collections: Entire Library

Contrary to popular belief, most ads are not designed to make consumers want to buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind...
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Contrary to popular belief, most ads are not designed to make consumers want to buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind than another, dispels the myths behind subliminal advertising, reveals the tricks successful advertisers use, and clarifies how and why some messages work and some misfire. Illustrations.
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4.

Attention, Attitude, and Affect in Response to Advertising » Read Now
by Eddie M. Clark, Timothy C. Brock, David W. Stewart. 330 pgs.

Collections: Entire Library
5.

Issues in Advertising: The Economics of Persuasion » Read Now
by David G. Tuerck. 286 pgs.

Collections: Entire Library
6.

Persuasion Processes Associated with Direct Comparative and Noncomparative Advertising and Implications for Advertising Effectiveness, in Journal of Consumer Psychology » Read Now
by Cornelia Pechmann. 30 pgs.

Collections: Psychology, Entire Library
7.

Emotion in Advertising: Theoretical and Practical Explorations » Read Now
by Stuart J. Agres, Julie A. Edell, Tony M. Dubitsky. 383 pgs.

Collections: Entire Library

This volume explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical contributions representing a broad spectrum of approaches and techniques. Some of the key topics explored include the measurement of mood, emotion and feeling in an...
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This volume explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical contributions representing a broad spectrum of approaches and techniques. Some of the key topics explored include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient, and the structural aspects of an ad and how they relate to emotional responses.
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8.

Measuring Psychological Responses to Media Messages » Read Now
by Annie Lang. 246 pgs.

Collections: Psychology, Entire Library
9.

Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society » Read Now
by Michael Schudson. 294 pgs.

Collections: Entire Library
10.

Strategic Public Relations Management: Planning and Managing Effective Communication Programs » Read Now
by Erica Weintraub Austin, Bruce E. Pinkleton. 402 pgs.

Collections: Entire Library

This volume helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques. Combining the key components of effective management and campaign design, the authors introduce students and practitioners to the tools...
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This volume helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques. Combining the key components of effective management and campaign design, the authors introduce students and practitioners to the tools needed for developing and presenting comprehensive, effective, and accountable plans. Employing clear, straightforward language, they cover techniques for planning and research, as well as the effective application of communication theory. Key features of the volume include the synthesis of knowledge in public relations and communication, covering the critical areas needed for a strategic approach to public relations, and ample real-world examples, providing concrete applications of principles and theories. With its practical and accessible approach, Strategic Public Relations Management will serve well as a text for public relations management and communication campaigns courses, and is essential as a reference for professional practice.
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11.

Integrating Corporate Communications: The Cost-Effective Use of Message and Medium » Read Now
by James L. Horton. 326 pgs.

Collections: Entire Library

Seldom does a work on corporate communications take such a radical economic approach to the topic. Horton integrates corporate communications cost-effectively into all business activity and presents a new way to look at corporate communications as a force behind all business disciplines. He...
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Seldom does a work on corporate communications take such a radical economic approach to the topic. Horton integrates corporate communications cost-effectively into all business activity and presents a new way to look at corporate communications as a force behind all business disciplines. He describes and reviews external and internal communication; examines human behavior in communicating; reviews corporate communication structure; and analyzes messages and media and shows how to get started toward cost-effective corporate communication.
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